POWELL'S 
PRACTICAL 

ADVERTISER 


A  Practical  Work  for  Advertising  Writers  and  Business 

Men,  with  Instruction  on  Planning,  Preparing, 

Placing  and  Managing  Modern  Publicity 


By 

GEORGE  H.   POWELL 


WITH    CYCLOPEDIA   OF   OVER   ONE   THOUSAND 
USEFUL   ADVERTISEMENTS 


1908 

GEORGE    H.  POWELL 
NEW  YORK 


Copyright,   1905 

By  GEORGE  H.  POWELL 

Entered   at   Stalionerii     Hall,   LoniJoD 


THE  GENESEE  PRESS 

r  THE  POST  EXPREi-S  | 
,tB»  PRINTING  COMPANY' 
*   "I  ROtHt-STUR  NEW  YORK   J 


By  Way  of  Introduction. 


URING  my  professional  career  as  an  advertising  expert,  covering  more  than  fifteen 
years,  including  nearly  five  as  an  instructor  through  the  Powell  Correspondence  System, 
I  have  had  the  widest  opportunity  for  noting  some  of  the  most  marvelous  advertising 

'     successes,  together  with  the  more  numerous   heartrending  failures,  and   this    book   will 

give  its  readers  the  benefit  so  far  as  a  book  can. 

It  has  been  estimated  that  over  sixty,  some  say  seventy,  per  cent,  of  all  advertising  is 
practically  so  much  money  wasted,  simply  because  of  the  dense  ignorance  of  the  vast  majority  of 
business  men,  when  it  comes  to  profitable  publicity. 

In  any  event,  however,  there  is  not  a  shadow  of  doubt  that  millions  of  dollars  are  yearly 
dissipated  in  advertising  with  no  more  practical  return  than  would  result  from  dumping  these  vast 
sums  of  good  American  money  into  a  giant  bon-fire. 

Many  of  the  most  successful  advertisers — men  who  have  accumulated  vast  fortunes  by  doing 
the  right  thing  most  of  the  time — emphatically  declare  that  advertising  is  a  gamble,  even  under 
the  most  favorable  conditions. 

They  do  not  mean,  of  course,  that  it  is  doubtful  as  to  the  real  efficacy  of  the  right  sort  of 
advertising,  but  that  practically  every  advertiser  is  apt  to  commit  a  serious  blunder  now  and  then, 
and  that  it  is  tar  from  being  an  exact  science. 

Without  argument  at  this  time,  I  will  only  say  that  the  errors  in  judgment  into  which  a 
thoroughly  experienced  advertiser  will  plunge  will  be  those  which  no  human  expertness  can  avoid, 
since  they  must  result  from  contact  with  unseen  and  unavoidable  stumbling  blocks. 

These  obstructions  to  continual  success  are  to  be  located  in  the  mysteries  of  periodical  circu- 
lation, which  may  deceive  any  man,  in  National  or  local  events  which  for  the  time  being  kill 
reading  interest,  and  in  the  fickleness  of  human  nature. 

As  for  certainty,  I  do  know  that  with  ability  to  prepare  good  advertising  copy,  plus  sufficient 
business  judgment,  failures  will  be  few  and  far  between — and  no  more  frequent  than  in  any  other 
business  walk. 

Of  course,  the  shore  of  the  stream  is  strewn  with  wrecks  from  every  line  of  endeavor,  and 
mortal  man  will  never  be  wholly  immune  from  error  and  self-deception.  The  biggest  winners 
may  make  failures,  based  on  a  more  glaring  disregard  of  fact  and  reason  than  any  financially  weak 
advertiser  would  be  guilty  of — but  greater  successes  hide  all  discredit,  while  the  one  slight  mis-step 
of  a  weak  beginner  may  end  in  blasted  hopes  and  public  contempt. 

How  important,  therefore,  that  a  practical  advertising  knowledge  be  obtained  by  those  who 
aspire  to  greater  business  achievement  and  wealth — by  those  who  are  now  circumscribed  simply 
because  they  are  ignorant  as  to  the  forward  and  backward  movements  of  the  advertising  lever  that 
opens  and  shuts  financial  valves  at  just  the  right  time  and  puts  the  pressure  where  it  belongs,  and 
without  an  appreciable  loss  of  power.      To  pry  into  the  workings,  therefore,  has  been  my  task. 

In  the  preparation  of  this  work  I  have  not  once  lost  sight  of  the  practical  side,  and  in  con- 
sequence I  feel  sure  that  there  isn't  a  dry  page  from  cover  to  cover.  I  have  taken  up  the 
advertising  problem  along  lines  wholly  different  from  those  employed  by  others,  and  with  what 
success,  I  leave  to  others  to  say. 

My  only  regret  is  that  I  could  not,  try  as  I  would,  reduce  the  size  of  the  book,  both  in  the 
dimension  of  the  pages  and  their  number,  but  that  finely  adjusted  balance  between  too  much  and 
too  little  seemed  to  halt  at  the  last  folio  of  this  work,  and  I  feel  sure  every  business  man  and 
advertising  student  will  agree  that  Powell's  Practical  Advertiser  is  altogether  the  greatest  guide 
and  elbow  book  imaginable. 

March  i,  1905. 


What  Advertising  Has  Accomplished 

One  cannot  investigate  the  marvelous  growth  of  advertising  without  arriving  at  one  conclus- 
ion, namely — that  it  pays  thousands  of  advertisers. 

No  other  reasoning  is  possible,  since  they  would  not  continue  to  spend  the  enormous  sums 
of  money  entailed,  unless  there  was  a  resulting  profit.  ,    u-ij 

A  firm  of  active  young  men  started  a  retail  drug  store  in  the  basement  of  a  New  York  build- 
ing, and  in  a  few  months  had  an  established  trade  that  was  the  envy  of  many  an  older  concern. 
The  show  window  was  always  full  of  attractions ;  fresh  window  cards  compelled  the  attention  of  the 
regular  passer-by,  who  soon  learned  that  he  or  she  could  profit  by  the  brief  injunctions.  1  he 
firms  ad's  were  always  brief,  but  chatty,  and  worth  the  minute  or  two  spent  m  their  perusal. 
These  bright  fellows  simply  kept  interest  hot  and  they  are  to-day,  about  six  years  after  establish- 

ing,  more  than  well  off.  .     . 

A  young  bank  clerk  in  Rochester,  N.  Y.,  invented  a  new  scheme  in  the  shape  of  a  practical 
amateur  camera,  and  from  small  beginnings  he  has  built  up  a  mighty  industry.  Every  time  you 
see  an  ad.  for  the  Kodak,  upon  which  fortunes  have  been  expended  for  publicity,  just  remember 
that  George  Eastman  would  never  have  been  worth  his  millions  without  the  constant  expenditure 
of  thousands  of  dollars  for  telling  picture  lovers  about  the  superiority  of  the  little  machine  which 
really  was  responsible  for  the  revolution  in  camera  construction. 

Naturally  advertising  without  intelligent  business  co-operation  must  be  dissipated  and  wasted; 
but  the  man  who  will  bank  entirely  on  a  given  quantity  of  newspaper,  magazine  or  other  form  of 
publicity,  and  without  either  skill  in  the  preparation  of  copy  or  nervous  energy  enough  to  find  out 
something  about  the  drift  of  events  and  competition,  and  who  makes  no  effort  to  guide  his  period- 
ical space  somewhat  in  accordance  with  results,  deserves  no  sympathy. 

Advertising  has  built  in  a  few  months  a  host  of  paying  mail  order  businesses,  and  it  behooves 
the  new  comer  to  find  out  the  principles  that  make  success  possible. 

Advertising  has  turned  a  20  per  cent,  profit  on  medicines  and  specialties  inside  of  sixty  days, 
and  it  has  likewise  created  established  businesses  for  wide-awake,  hustling  store  keepers  all  over 
the  country,  instead  of  compelling  them  to  wait  years.  Business  sense  plus  knowing  WHAi 
to  advertise  have  naturally  had  something  to  do  with  it. 

The  manufacturers  of  a  trade-marked  shoe  for  women,  at  the  urgent  suggestion  of  their  wide- 
awake salesmen,  who  found  such  chilly  receptions  among  dealers,  began  advertising  in  the  Ladies 
Home  Journal  of  September,  1903,  using  a  four-inch  copy  for  four  months.  A  good  catalogue 
was  also  mailed  to  a  very  large  list  of  dealers  throughout  the  country.  The  second  cover  of  the 
catalogue  had  the  four-inch  ad.  reproduced,  with  the  timely  admonition  that  it  would  be  read  m  a 
million  homes.     To-day  these  manufacturers  are  considering  plans  for  a  larger  factory.        _ 

The  day  has  practically  passed  when  a  business  policy  can  be  maintained  on  "letting  well 
enough  alone."  Investigate  the  causes  of  many  failures,  and  you  will  too  often  find  that  aggressive 
advertising  competitors  got  their  "  established  "  businesses  away. 

The  most  difl^cult  form  of  advertising  is,  perhaps,  for  some  staple,  whose  superior  merits  call 
for  constant  reiteration  for  a  long  time  before  the  public  wake  up  and  purchase  in  sufficient  quan- 
tity to  make  the  enterprise  a  great  winner. 

But  modern  methods  and  skill  have  rendered  it  practically  unnecessary  to  squander  fortunes 
in  advertising  before  even  paying  expenses,  and  as  merchants  and  manufacturers  continue  to  learn 
more  and  more  about  the  great  basic  principles  which  make  advertising  success  possible,  we  may 
expect  still  greater  marvelous  achievements  all  along  the  line. 

And  in  this  connection  it  will  be  well  to  bear  in  mind  that  in  countless  instances  advertising 
has  paid  from  10  to  100  per  cent.  PER  MONTH  in  net  profits.  Anything  short  of  a  Kim- 
berly  mining  claim  seems  uninteresting  in  comparison. 


Types  and  Their  Use 

Enormous  Strides  in  Type  Founding,  Study  of  Effects, 
Origin   of   Point   System,   Measurements   and  Scales. 


Since  the  days  of  Gutenberg,  Faust  and  SchoefFer,  the  three  men  credited  by  history  with 
being  responsible  for  the  early  development  of  the  movable  type  about  1436,  the  art  of  type 
founding  has  been  revolutionized  many  times. 

From  the  days  of  hand  moulds  to  the  era  of  casting  machines  operated  by  the  hand  wheel  is 
a  long  span  ;  but  from  the  latter  to  the  perfected  power  machine  of  1905,  is  a  mere  step.  Within 
ten  years,  though,  the  entire  operation  of  the  type  casting  machine  has  become  almost  human  in 
its  action,  and  in  its  present  state  it  will  doubtless  remain  for  all  time,  with  possible  minor 
alterations  to  suit  conditions  not  yet  born. 

The  perfection  of  this  machine  has  had  a  wonderful  effect  on  printing  and  advertising,  because 
it  has  reduced  foundry  cost  to  a  minimum  and  made  possible  the  bringing  out  of  a  hundred  new 
styles  of  type  as  against  one  in  the  old  days. 

But  the  perfected  type  caster  cannot  alone  share  all  the  glory  of  enabling  founders  to  add 
greater  quantities  of  new  styles.  The  process  of  making  the  matrix  by  machinery  has  been 
perfected,  so  that  time,  expense  and  tedious  delay  have  been  reduced  in  a  marvelous  degree. 

A  dozen  or  more  years  ago  the  matrix  could  only  be  produced  after  all  the  letters  and 
characters  had  first  been  cut  on  so  many  separate  steel  punches.  To-day  an  entire  series  is  cut  by 
machinery  in  a  twentieth  of  the  time  formerly  required.  While  the  cost  of  type  to  the  printer  has 
not  been  materially  reduced,  yet  the  founders  have  broadened  their  policy  and  gone  to  enormous 
added  expense  in  bringing  out  hundreds  of  new  styles — a  constant  stream  of  beautiful  effects  that 
are  the  wonder  and  admiration  of  advertisers  and  lovers  of  art. 

The  life  of  a  new  style  of  type,  too,  is  often  problematical,  since  only  "  standard  "  faces  can 
be  sure  of  permanency.  Often  a  new  series  will  be  short  lived,  and  the  sales  almost  fail  to  meet 
the  expense  necessary  to  bring  it  out. 

To-day  the  very  best  artists  in  the  world  are  sought,  and  it  is  nothing  uncommon  for  one  of 
these  world  celebrities  to  receive  I3000  for  merely  designing  one  complete  alphabet  of  a  brand 
new  type  style  I 

With  all  this  great  work  on  the  part  of  artists  and  type  founders  there  now  seems  no  reason 
or  excuse  for  the  printer  getting  along  with  old  selections,  or  in   the  advertiser  letting   him  do  so. 

Proper  typography  is  a  most  important  part  of  advertising,  and  were  it  better  understood 
there  would  be  less  advertising  failures  by  fifty  per  cent.,  at  least. 

A  Study  of  Type  Effects. 

The  first  thing  to  understand  is  that  no  printer  or  advertising  man  in  the  world  knows  about, 
or  ever  saw,  a  hundredth  of  the  type  styles,  that  have  been  produced  up  to  date. 

More  than  that,  it  isn't  necessary.  Memorizing  names  is  about  as  useless  as  committing  all 
the  words  in  the  dictionary. 

The  new  ad.  writer  merely  gets  posted  on  the  late,  up-to-date,  and  the  more  common 
standard  types.  The  type  founders  will  continue  to  turn  out  new  creations  in  bewildering 
confusion,  and  their  specimen  sheets  can  be  procured  at  any  time. 

I  have  reproduced  herewith  certain  standard  specimens  of  type,  together  with  some  of  the 
very  latest  art  creations,  which  are  more,  even,  than  is  necessary  for  the  study  of  type. 

7 


8  POWELL'S    PRACTICAL   ADVERTISER. 

Remember,  too,  that  each  ad.  writer  has  his  own  favorite  styles,  and  if  possible  he  will  stick 
to  them.  A  large  selection  is  wholly  unnecessary,  since  many  styles  are  so  nearly  alike  that  it 
would  be  folly  to  attempt  to  use  everything. 

Very  few  styles,  therefore,  need  be  relied  on  at  one  time. 

The  ad.  writer  will  need  to  know  that  certain  classes  of  types  are  indispensable,  and  I 
therefore  suggest  the  following  : 

Old  Style  Roman. — The  best  all-round  type  for  text  matter,  Caslon,  the  name  of  the  style 
in  which  this  text  is  printed,  is  good  for  books,  yet  it  takes  more  space  for  small  ads.  than  some 
other  Old  Styles.  It  is  pretty  safe,  however,  to  mark  your  copy  "  O.  S.  Roman"  for  the  text, 
giving  size  if  necessary,  and  trusting  to  the  printer  having  a  proper  Old  Style,  as  he  is  pretty  sure 
to  have.  Each  founder  makes  from  four  to  ten  different  Old  Styles,  which  only  vary  to  a 
limited  extent.  The  body  of  this  book  is  12  point  Caslon  made  by  the  American  Type  Founders 
Co.,  while  in  the  specimen  pages  following  it  will  be  noted  that  the  12  point  Caslon  of  the  Inland 
Type  Foundry  has  a  slightly  larger  face  on  same  body.  One  founder — I  don't  know  which  one — 
is  sure  it  adheres  to  the  old  Caslon  standard,  while  the  other  departs  from  it. 

Unfortunately  for  exactness,  William  Caslon's  period  of  usefulness  was  in  force  about  1693, 
so  we  can't  prove  anything  by  him.  Incidentally,  it  will  be  well  to  note  that  types  are  named  after 
distinguished  men  who  have  at  one  time  or  another  been  leaders  in  type  making  and  printing. 
All  the  names  of  "ye  olde"  masters  of  by-gone  days  have  been  honored,  and  there  not  being 
enough  new  men  worthy  of  enduring  type-name  honors,  it  has  become  necessary  to  give  such 
modern  titles  as  Roycroft,  Cheltenham,  Avil,  Charter  Oak,  etc. 

Modified  Old  Style. — A  good  type  like  Avil  or  Cheltenham  is  a  sort  of  compromise  between 
the  regular  Old  Style  Roman  and  what  printers  call  a  "job  letter,"  which  is  nothing  more  nor  less 
than  a  display  face,  as  represented  by  the  more  rugged  Roycroft,  etc. 

Many  ad.  writers  have  their  text  matter  set  in  these  heavy  job  types,  and  as  a  result  the 
appearance  is  clumsy  and  black.  Avil  and  Cheltenham  are  fully  as  heavy  as  any  text  matter 
needs,  except  in  street  car  cards,  etc.,  when  a  48  or  60  point  heavy  faced  type  in  lower  case  will 
be  all  right. 

But  in  advertisement  text  use  the  Old  Style  Romans,  Avil,  etc. 

Display  Job  Faces. — I  am  an  apostle  of  exceedingly  limited  display,  because  it  looks 
better,  and  the  contrast  is  sharper  and  more  readable  than  is  possible  where  every  other  line  is 
displayed. 

The  reader  will  observe  that  the  best  department  store  ads.  now  use  as  a  rule  only  one  style 
of  display,  although  several  sizes  of  the  series  may  be  utilized.  The  point  to  remember  is  this: 
With  a  good  Old  Style  Roman  for  text  matter  or  even  Modern  Roman  if  preferred  for  daily 
papers,  and  say  Winchell  or  Condensed  Winchell  for  the  displays,  the  ad.  writer  need  not  call  on 
the  printer  for  another  style. 

Very  simple,  isn't  it .''  and  not  only  this,  but  remember  that  when  a  newspaper  seems  to  he 
using  Winchell  to  death  in  much  of  its  customers'  advertisements,  then  it  is  about  time  to  insist 
on  something  that  everybody  else  hasn't  used — Powell,  Ben  Franklin,  Roycroft,  or  one  of  the 
new  styles  that  are  constantly  coming  out,  and  which  are  just  as  suitable. 

The  Emphasis  of  Typographical  Effects. 

I  take  very  little  stock  in  modern  deductions  that  have  to  do  with  so-called  scientific 
explanations  for  certain  ads.  being  winners  while  others  are  losers. 

A  great  deal  has  been  published  about  the  "  psychology  "  of  advertising,  and  while  some  of 
its  reasonings  seem  consistent,  yet  other  explanations  are  more  nearly  correct,  besides  being 
simpler  and  more  readily  understood. 

In  another  part  of  this  work  1  shall  discuss  more  fully  this   matter,  and   I    merely  allude  to  it 


TYPES   AND    THEIR    USE.  9 

here,  as  having  a  slight  bearing  on  the  point.      I   now  wish   to   take   up  the  importance  of  typog- 
raphy in  making  an  ad.  conspicuous  among  its  fellows  by  contrast. 

Every  well  displayed  line  that  stands  out  alone  and  says  something  of  interest  is  mighty 
useful  in  attracting  the  reader's  attention. 

Every  striking  border  that  is  used  with  good  effect  adds  wonderfully  to  the  possibility  of 
being  seen. 

Therefore,  a  careful  study  of  typographical  possibilities  is  of  paramount  importance,  since 
half  the  pulling  power  of  a  transient  or  occasional  ad.  may  depend  on  just  how  inviting  the 
announcement  appears. 

The  ad.  writer  should  study  the  various  type  and  border  specimens,  and  numerous  talks  with 
his  printer  will  be  of  value.  Often  the  latter  will  have  something  new,  and  if  progressive  he  can 
be  induced  to  buy  new  faces. 

When  a  new  and  desirable  type  is  bought,  make  use  of  it  before  it  becomes  ancient  history. 

Remember  that  your  advertising,  both  ads.  and  printed  literature,  is  likely  to  be  seen  by 
possible  customers,  who  are  also  interested  in  new  effects.  I  recall  that  my  first  new  border 
design  that  I  used  in  magazine  ads.  was  so  unique  that  business  men  and  advertisers  all  over  the 
country  had  their  printers  trying  to  buy  it,  but  only  one  type  founder  could  supply  the  informa- 
tion because  I  had  a  private  matrix  made  for  my  exclusive  use  at  an  expense  of  about  J50.00,  and 
no  one  else  could  buy  this  particular  border. 

The  emphasis  of  this  typographical  effect  was  marked,  and  especially  as  at  that  time  borders 
were  seldom  used,  and  what  did  exist  were  of  the  most  inconspicuous  sort. 

Certain  department  stores  have  had  type  of  original  design  made  for  their  exclusive  use,  and 
it  shows  the  value  properly  placed  on  exclusiveness. 

An  important  advertiser  in  almost  any  city  can  induce  the  daily  papers  to  buy  type  for  his 
exclusive  use,  or  if  not  wholly,  he  can  at  least  have  it  exclusive  so  far  as  competitors  or  other 
large  advertisers  are  concerned. 

The  main  thing,  however,  is  to  first  attain  typographical  perfection  and  then  have  as  few 
other  ads.  as  possible  set  in  the  same  styles. 

The  small  advertiser  can  often  afford  to  buy  for  his  own  use  one  or  two  new  styles  with  the 
understanding  that  they  are  to  be  used  on  no  other  ad.  Say  you  run  a  five-inch  single  column 
ad.  and  want  the  text  set  in  12  point  Avil,  with  the  display  in  24  point  Avil,  using  a  three  line 
paragraph  set  in  the  latter,  which  gives  an  exceedingly  simple,  chaste  effect.  The  cost  of  these 
two  sizes  in  sufficient  quantity  would  not  exceed  1 10.00  and  think  what  you  would  get,  especially 
if  you  ran  an  outline  illustration  over  the  paragraph  in  24  point. 

Avil  above  10  point  is  a  splendid  letter  for  text  in  ads.,  but  it  is  rather  too  ornate  below  this 
size.      Cheltenham  or  regular  Old  Style  Roman  in  6  or  8  point  will  be  much  more  effective. 

These  expressions  on  exclusiveness  are  not  so  pertinent  in  National  or  Magazine  Adver- 
tising, because  for  their  use  the  advertiser  usually  has  an  artist  make  some  new  monthly  or  weekly 
design,  for  the  purpose  of  having  a  plate  or  engraving  that  is  beyond  imitation  or  duplication  by 
others. 

In  printed  literature,  exclusiveness  in  type  is  of  less  importance,  because  good  composition, 
good  paper  and  good  press  work  result  in  a  product  that  will  secure  the  recipient's  attention. 

The  printers  of  America  are  progressing,  and  many  of  them  are  conducting  veritable  art 
shops,  and  employing  printers  of  marked  ability,  but  they  are  in  a  vast  minority,  and  advertisers 
owe  it  to  themselves  to  insist  on  modern  effects. 

One  of  the  most  famous  type  founders  in  the  country  recently  said  to  me,  "  We  are  paying 
out  big  money  every  month  getting  up  high  class  effects  in  printed  specimens  of  our  new  styles, 
simply  for  educating  the  printers.  The  great  majority  of  them  seem  be  as  destitute  of  ideas  as 
they  were  a  dozen  years  ago." 


10 


POWELL'S    PRACTICAL   ADVERTISER. 


Therefore,  the  ad.  writer  and  advertiser  must  lay  out  the  plans  for  effective  advertising,  just 
as  the  architect  must  plan  the  home,  if  striking  effects  are  wanted. 

And  lastly,  under  this  head,  I  will  again  remind  ad.  writers  that  the  type  founders,  whose 
productions  are  herewith  shown,  will  from  time  to  time  be  glad  to  send  them  new  specimen  sheets. 

Origin  of  the  Point  System. 

While  no  particular  reason  attaches  to  the  name  a  type  series  may  have — it  being  given 
simply  as  a  person  or  a  street  Is  given  a  name  to  distinguish  it  from  others — yet  the  sizes  such  as 
lo  point,  12  point,  etc.,  do  possess  characteristics  that  the  ad.  writer  should  know  about. 

For  one  thing  this  knowledge  will  set  the  mind  at  rest  as  to  "what  it  all  means,"  and  for 
another  thing  it  will  show  how  type  making  has  at  last  reached  a  scientific  standard. 

First  closely  examine  the  table  below,  which  gives  the  names  of  the  old  bodies  and  their  new 
designation  by  points  : 

The  American  Point  System. 


S 

7 
8 

9 
lo 

II 


nt Brilliant. 

Diamond. 

Pearl. 

Agate. 

Nonpareil. 

Minion. 

Brevier. 

Bourgeois. 

Long  Primer. 

Small  Pica. 


12 

Point.  .  . 

.  .  .  Pica. 

^o 

Point..  . 

.  .  .  5-line  Nonpareil. 

'  + 

"     .  .  . 

.  .  .  English  or  2-line  Minion 

^2 

.  .  .  4-line  Brevier. 

')' 

"     .  .  . 

.  .  .  3-line   Pearl. 

36 

.  .  .  3 -line  Great  Primer 

i6 

t  ( 

.  .  .  2-line  Brevier. 

40 

.  .  .  2-line  Paragon. 

i8 

i( 

.  .  .  Great  Primer. 

42 

.  .  .  7-line  Nonpareil. 

20 

"     .  .  . 

.  ,  .Paragon  or  2 -line 

Long 

44 

.  .  .  4-line  Small   Pica. 

Primer. 

48 

.  .  .  4-line  Pica. 

22 

"     .  .  . 

.  .  .  2-line  Small  Pica. 

H 

.  .  .  9-line  Nonpareil. 

24 

"     .  .  . 

.  .  .  2-line  Pica. 

60 

.  .  .  5 -line  Pica. 

28 

"     .  .  . 

.  .  .  2-line  English. 

72 

.  .  .  6-line  Pica. 

Just  what  connection  the  old  names  for  sizes  had  is  not  clear,  but  a  more  important  feature 
IS  the  fact  that  in  the  old  days  the  various  type  founders,  although  using  the  same  designations 
from  Brilliant  up,  did  not  make  type  of  a  uniform  standard  body. 

This  slight  variation  caused  printers  much  trouble  and  annoyance,  where  two  or  more 
different  products  were  combined  in  composition.  The  Boston  Type  Foundry,  for  example,  did 
not  agree  with  the  Dickinson  Foundry,  a  Pica  body  of  the  former  being  fuller  than  that  of  the 
latter.  Compositors  were,  therefore,  obliged  to  build  up  with  thin  card  board  or  paper  strips  so 
the  matter  could  be  locked  up  securely  for  the  press. 

Many  conferences  between  the  various  type  founders  in  all  parts  of  the  country — practically 
all  varying  in  most  of  the  body  standards — accomplished  little.  Each  claimed  that  his  standard 
was  the  real  thing,  and  therefore  he  couldn't  change,  but  was  perfectly  willing  that  the  others 
should  adopt  his  scale. 


^9     ^9      ^9 


p   B   B   H   ^    ^   ^9 


The  above  shows  the  actual  depth  of  the  principal  tvpe  bodies.  The  nicks  are  for  the  printer's  guidance  in  type  setting — 
they  always  face  out  when  properly  composed.  The  variations  in  number  of  nicks  are  merely  to  show  at  a  glance  type  of  same 
size,  but  belonging  to  different  styles.      The  "shoulders"  show  by  the  octagonal  cut-offs. 


TYPES   AND    THEIR    USE. 


11 


There  was  no  real  reason  for  any  such  self-congratulation,  since  not  one  of  these  worthies  had 
any  scientific  standard  at  all.  Great  Primer  was  about  a  stiff  cardboard  shy  of  three  Nonpareils, 
so  the  compositor  couldn't  set  even  one  founder's  type  without  more  or  less  patching  of  the 
combined  larger  sizes. 

One  day  after  the  great  Chicago  fire  had  laid  in  ruins  the  founders'  plants,  Marder,  Luse  & 
Co.  then  determined  to  begin  all  over  by  creating  a  "  Multiple  Standard,"  whereby  the  glaring 
inaccuracies  would  be  overcome.  Great  Primer  was  made  larger— an  exact  3-line  Nonpareil.  In 
fact  every  size,  practically,  was  carefully  graded  on  this  plan. 

It  was  several  years  after  this,  however,  before  the  other  founders  got  together  and  finally 
adopted  the  present  Point  System.  Marder,  Luse  &  Co.  had  in  reality  done  this,  although 
adhering  to  the  old  size  names. 

To-day,  the  Point  System  is  supreme  and  a  fixture.  As  to  the  basis  of  point  science,  ir 
probably  has  no  more  significance  than  the  fact  that  a  beginning  must  be  made  somewhere  and 
Pica,  the  famous  old  size,  was  selected  for  the  making  of  unit  points. 

The  new  system  was  not  absolutely  perfect  in  theory  though,  since  from  time  immemorial 
the  basis  of  the  advertising  measure  has  been  "  fourteen  Agate  lines  to  the  inch."  With  72  pomts 
for  I  inch  (6  Pica  or  12  Nonpareil  lines),  and  the  old  Agate  being  converted  into  5>^  point,  it  is 
evident  that  to-day  fourteen  lines  of  the  latter  equal  77  points,  or  five  points  more  than  one  inch. 
This  really  does  not  affect  the  science  and  utility  of  the  present  Point  System,  yet  it  does 
mean  that  the  Newspaper  using  the  Modern  Agate,  now  called  sH  poi^t,  and  calling  fourteen 
such  lines  one  inch,  will  give  slightly  more  than  one  full  inch  of  space. 

Of  course,  all  this  has  to  do  only  with  depth  of  body,  and  in  measuring  down  the  column, 
line  by  line.      The  width  of  a  column  is  not  involved. 

5i<  point  type  (old  agate)   is  used   by   most   daily   papers   for   classified  ads,  viz.: 

With  the  regular  display  advertising,  not  "classified," 
fourteen  divisions  to  the  inch  is  the  rule.  An  ad.  occu- 
pying one  inch  is,  therefore,  charged  $14.00  if  the  rate 
is  $1.00  per  line;  $28.00  for  a  two-inch  ad.  at  the  same 
rate,  etc. 

The  publishers'  advertising  rules  of  fourteen  lines  to  the 

inch  for  measuring  regular  display  or  general  advertising,  must 

necessarily  ignore  fourteen  lines  of  the  new  5I3    point  agate. 

Since  "classified"  advertising  is  charged  so  much  per  "count"  agate  line,  it  follows  that  the 

point  system  gives  the  classified  advertiser  a  fraction  over  the  inch.      Count  lines  mean  the   lines 

are  counted  line  for  line  and  not  measured.      See  classified   ad.  above,  and   note   that  the   fourteen 

lines  are  more  than  one  inch  deep. 

A  Look  at  Type  Anatomy. 

A  mere  glance  at  this  illustration  will  make  the  whole  thing  clear.  A 
type  may  be  marked  72  point,  and  yet  the  student  may  be  confused  because 
the  face  of  the  letters  seems  to  be  less.  The  mistake  is  in  thinking  that  the 
face  of  the  type  shows  the  full  size,  but  the  number  of  points  refers  only  to 
the  type  body  as  a  whole,  and  not  merely  the  printing  face. 

Note  in  the  word  "  Hyloj  "  herewith  illustrated  that  the  lower  case  "  y  " 
projects  downward  below  the  bottom  of  the  cap  "H."  This  compels  the 
latter  letter  to  occupy  less  than  the  full  depth  of  the  type  body  as  shown  ; 
therefore,  where  there  is  lower  case  with  caps  in  any  series  the  face  of  most  of  the  caps  will  not 
show  the' full  point  body— and  the  point  size  refers  only  to  the  body  on  which  the  printing  face 
is  cast. 


FAMILY  leaving  city  must  sell  this  week,  re- 
gardless of  price,  magnificent  *57o  Wheeler  up- 
right cabinet  grand  Piano,  in  perfect  condition, 
as  new  la^t  November  :  beautiful  carved  ma- 
hogany case,  without  mar  or  blemish  ;  very  sweet 
tone  and  sympathetic  action;  student's  practice 
inuftler ;  ali  latest  improvements ;  fully  warranted 
f'<r  ten  years  by  maker:  must  be  seen  to  be  ap- 
i.i lated.as  piano  speaks  for  itself;  will  sacri- 
fice for  less  than  one-third,  *17.5,  including  stool, 
for  quick  cash,  aa  must  be  sold  immediately  be- 
fore leaving;  a  grand  chance  for  any  one  desiring 
beautiful  instrument.  Call  residence,  0  West 
4.">th,  near  .Otli  av. 


12  POWELL'S    PRACTICAL   ADVERTISER. 

A  brief  understanding  of  certain  type  characteristics  may  prove  of  interest,  although  not  of 
any  real  value,  perhaps,  as  all  the  ad.  writer  needs  to  know,  technically,  is  enough  about  styles  and 
sizes  to  be  able  to  select  suitable  display  and  text  type  and  mark  same  for  the  printer's  guidance. 

Lon^  Letters,  so  called,  fill  the  full  depth  of  the  body,  and  are  both  ascending  and  descend- 
ing, such  as  C)  and  J. 

Short  Letters  have  the  face  cast  on  the  middle  of  the  body  (founders  call  it  the  "shank), 
such  as  a,  c,  in,  n,  o,  etc. 

Ascending  Letters  are  all  the  caps  of  Roman  and  Italic,  and  most  of  the  display  or  job 
styles — ^also  the  lower  case  b,  d,  f,  h,  i,  k,  1,  etc. 

Descending  Letters  are  g,  p,  q  and  y. 

A  Font  or  Fount  means  a  complete  assortment  of  one  size  of  type;  for  example,  lo  point 
Roycroft.  This  and  all  display  or  job  types  come  with  a  properly  apportioned  number  of  each 
letter  of  the  alphabet  and  punctuation  marks  or  points,  and  usually  figures. 

A  Roman  series  contains  the  complete  characters,  many  of  which  are  useful  only  in  books, 
etc.,  where  reference  marks  are  needed  ;  viz.: 

CAPITALS,  SMALL  CAPITALS,  lower  case,  figures  i,  2,  3,  etc.,  punctuation  points,  the 
comma  (,),  semi-colon  (;),  colon  (: ),  period  or  full-point  (.),  interrogation  (?)  and  mark  of  adrnira- 
tion  or  exclamation  (!),  apostrophe  ('),  brackets  [],  parenthesis  ( ),  hyphen  (-),  dash  ( — ). 

The  references  are  the  asterisk  (*),  dagger  (f),  double  dagger  ([{;),  section  (§),  parallel  (||), 
paragraph  (^).     Roman  type  also  can  be  furnished  with  accented  letters,  which  are  seldom  used. 

Display  or  job  type  does  not  require  more  than  the  regular  punctuation  points  and  figures, 
yet  modern  artists  often  design  new  styles  with  original,  though  unclassified,  characters,  such  as  a 
lower  case  i  with  two  dots  in  Winchell,  etc. 

The  word  "font"  refers  to  a  display  or  job  assortment  of  type  and  a  small  assortment  of 
Roman.  The  word  "  fount  "  alludes  to  a  large  assortment  of  Roman,  usually  several  hundred 
pounds.      "  Font,"    however,  is  the  term  generally  used. 

The  Type  Measure — 

UVt'e'.IIIIMIIIII|I|I|IIMIIIIIIIIIIIIIIIMIIIIIIIIIIIIIMIIIIIIII|III 

^  r->  .-H  —  —  «  rH  « i-i  rH  fi  csi  M  e*  cv  c*  w  M  M  w  CO  o3  w  CO  ic  w  eo  03  «  «  ^  ■* -r  ■-»■ -^  tt -^ -^  ■*  ■»»' »ra  10  w  ^  o  ifi  •« 


The  illustration  herewith  shown  needs  little  explanation.  Measure  from  top  of  first  type 
line  to  the  bottom  of  last  line — always  down  the  column.  To  find  the  total  lines  in  a  page,  find 
the  number  of  lines  in  one  column  and  then  multiply  by  the  number  of  columns  on  the  page. 

Column  Widths. 

The  regular,  standard  newspaper  column  is  13  ems  Pica  (12  pt.),  or  2'^  inches,  in  width. 
The  Saturday  Evening  Post,  Ladies'  Home  Journal,  Leslie's  Weekly  and  many  of  the  National 
weeklies  are  131^  ems  Pica  (12  point)  or  2'^  inches  in  width.  Magazine  columns  are  generally 
16   ems  Pica  (12  point)  or  2  5^  inches  in  width. 

Ad.  writers  will  note  that  there  is  no  single  standard  width,  each  publication  adopting  what- 
ever suits  its  own  notion. 

In  making  Electrotypes  of  ads.  intended  for  many  publications,  as  is  customary  with  large 
National  advertisers,  it  is  considered  best  to  divide  widths  into  classes  as  follows  :  Daily  and 
country  weekly  papers  should  have  ads.  set  about  2^4  inches  wide,  as  a  few  publishers  use  a 
narrower  measure  than  this;  for  double  column  ads.  in  this  class,  4':^^  inches  wide  will  be  safe. 
National  publications  of  the  Saturday  Evening  Post  class  usually  have  wider  columns  than  dailies 
and  ordinary  weeklies,  and  the  copy  furnished  is  generally  different.  Of  course,  the  narrower 
measure  can  be  run  in  the  Post  class,  but  if  the  space  used   is   of  respectable  size,   it   is   best  to 


TYPES   AND    THEIR    USE. 


13 


prepare  especially.  Double  column  Post  standard  is  about  4^^  inches  in  width.  Magazines  are 
practically  all  alike — 2-)^  single  column  width  and  5 '2  inches  for  full  page  width  of  two  columns. 
Certain  publications  may  at  times  call  for  special  widths. 

It  seems  hardly  necessary  to  say  that  the  reason  why  the  double  column  width  is  greater 
proportionately  than  the  single,  is  owing  to  the  fact  that  a  column  rule  or  blank  space  divides  the 
two  columns,  and  consequently  this  is  included  in  the  wider  measure. 

The    Meaning   of   "Ems    Pica." 

A  Pica  (12  point)  "Em"  represents  a  square  of  this  size  body,  and  if  a  measure  is  13  ems 
it,  of  course,  means  that  thirteen  of  these  just  fill  one  line.  The  square  "Em  quad"  or  blank 
type  is  the  standard,  and  not  the  space  of  the  capital  M,  as  is  often  supposed.  Many  a  capital  M 
is  not  on  a  square  body,  as  is  the  case  in  Roman  type,  but  the  name  "  M  quad"  was  given  because 
the  capital  Roman  "M"  was  almost  square. 

The  ad.  writer  should  note  that  a  column  width  may  be  13  ems  Pica,  but  alone  it  has  no 
particular  significance.  For  example,  suppose  8-point  Roman  is  being  set  13  ems  Pica  (12  point) 
wide.      Now  there  would  be  a  greater  number  of  8  point  ems  than  13 — in  fact  i()%. 

Practically  nothing  is  to  be  gained  in  giving  here  elaborate  tables  of  use  only  to  the  printer. 
Certain  facts,  however,  will  be  instructive. 

While  the  advertiser  who  wants  to  estimate  the  cost  of  a  book  or  pamphlet  will  save  himself 
much  worry  by  submitting  his  work  to  one  or  more  printers  for  "  estimates,"  yet  some  idea  as  to 
the  basis  of  figuring  may  prove  interesting.  There  is,  however,  no  sense  in  wasting  time  getting 
up  these  estimates  yourself,  when  a  pretty  complete  business-printing  education  gained  through 
years  of  experience  is  necessary. 

Two  or  more  printers  will  never  fail  to  protect  you  on  price.  Competition  is  too  keen,  and 
besides,  after  all,  they  make  prices — not  you. 

Cost   of   "Straight"    Composition    Without   Display. 

Advertisements  and  regular  display  type  composition  are  not  subject  to  any  set  scale  ot  prices. 
Besides  publishers  naturally  charge  nothing  for  putting  their  advertisers'  announcements  in  type. 
But  in  book  work  the  printer  generally  charges  the  straight  composition,  or  text  matter,  at  so  much 
"per  1,000  ems"  of  the  body  of  the  type  used. 

The  following  table  gives  the  number  of  ems  in  the  various  sizes  of  type,  on  a  basis  of  13 
ems  Pica  (12  point)  width.  Printers  charge  from  50c.  to  70c.  per  1,000  ems  of  plain  type 
composition. 

Table    of   Estimates. 

Showing  the  number  of  ems  of  the  different  sizes  of  newspaper  type  in  a  line,  the  number  of  lines  necessary  to  make  1,000 
ems,  and  the  length  in  inches  ;  the  number  ot  ems  in  the  regular  lengths  of  columns,  and  the  number  of  leads  required.  There 
are  66  13 -em  2 -point  leads  in  one  pound. 


Estimated  on  Width  of  Standard  Column,  13  Ems  Pica. 

5>^  Point. 

6  Point. 

7  Point. 

8  Point. 

9  Point. 

10  Point. 

282/3 

3  5 ''3 
2/ 
5040 

z6 

22  1/ 

19/ 

5>/ 
5/3 
2465 

17/3 

57?^ 
1950 

•5/ 
64/ 
9 
1610 

Number  lines  in  1,000  ems 

38/ 

3J< 
4325 

45 
4->4 
3175 

Number  inches  in    1,000  ems      .... 

4-CoIumn  Folio  or  Quarto-j                           { 
5-Column  Folio  or   Quarto' Number   ems) 

6505 

5615 

4115 

3200 

2525 

2085 

6-Coluinn  Folio  or   Quarto  (     in    column 
7-Column  Folio  or   Quarto) 

7180 

6160 

45'? 

3510 

2770 

2290 

7900 

6785 

4970 

3865 

305° 

2520 

8-Column  Folio,  number  ems  in  column 

8630 

7410 

544° 

4220 

3330 

2755 

9-Column  Folio,  number  ems  in  column 

9310 

8030 

5885 

4575 

3615 

2970 

2-Point  Leads  in  1,000  ems  of  leaded  matter 

26 

29 

35 

4' 

47 

54 

Weight  of  2-Point  Leads  in  1,000  ems  of  leaded  matter     '       6  oz. 

7  oz. 

8/  oz. 

10  oz. 

II  ^4  oz. 

13  oz. 

Weight  of  2-Point  Leads  needed  to  lead  1,000  ems  of 

solid  matter iyi  oz. 

9/  oz- 

11  oz. 

I  zyi  oz. 

14  oz. 

16  oz. 

14 


POWELL'S    PRACTICAL   ADVERTISER. 


Wo 

rds  to 

Wo 

ds  to 

Sq 

In. 

Si 

In. 

iS  Point,  solid  .      . 

7 

9  Point,  leaded  . 

21 

14.  Point,  solid  . 

1 1 

8  Point,  solid     .      . 

31 

11  Point,  solid  .      . 

H 

8  Point,  leaded  .      . 

"5 

12  Point,  leaded      . 

1 1 

7  Point,  solid     . 

38 

1 1  Point,  solid  .      . 

17 

7  Point,  leaded  . 

17 

1 1  Point,  leaded      . 

14 

6  Point,  solid     . 

47 

10  Point,  solid  .      . 

21 

6  Point,  leaded  . 

34 

10  Point,  leaded      • 

16 

5  Point,  solid     . 

69 

9  Point,  solid  . 

i8 

5  Point,  leaded  .      . 

50 

"  Leaded,"   as  here 

used. 

means  an   opening  of 

ines 

with  2-point  leads. 

Number   of   Words    Required   to    Fill   Given   Space. 

Ad.  writers  are  often  puzzled  to  decide  how  much  can  be  written  and  got  into  a  certain 
amount  of  type  space. 

The  best  way  is  to  get  at  the  approximate  number  of  square  inches  to  be  allotted  to  the  body 
or  text,  and  then  a  glance  at  the  following  table  will  practically  settle  the  matter. 

This  applies  only  to  regular  Roman  body  matter,  and  not  to  heavier-faced  type  like  Chelten- 
ham or  other  styles  of  varying  thickness.  In  estimating  on  the  latter  it  is  always  safe  to  count 
the  number  of  words  in  a  square  inch. 

Number   of   Words,   Approximately,    Per   Square   Inch. 

In  determining  the  square  inches,  no  absolute  ex- 
actness is  necessary.  Often  a  fractional  part  of  an 
inch  may  bother,  especially  where  the  space  is  com- 
paratively small,  and  in  such  case  always  underestimate 
rather  than  write  too  much.  The  table  just  given  is 
based  on  matter  calling  for  a  limited  number  of  para- 
graphs. In  matter  like  the  chatty  style  where  there 
is  much  paragraphing  it  is  safe  to  deduct  from  10  to 
25  per  cent,  of  the  wording  so  as  to  not  be  under  the 
necessity  of  re-writing  copy  after  it  is  once  in  type. 
Booklet  and  other  work  generally  require  some  additional  matter  being  written,  if  the  rule  of 
not  over-writing  is  observed.  This  is  also  no  uncommon  occurrence  in  large  ads.,  and  the  largest 
department  stores  generally  have  their  own  composing  room,  so  that  their  large  copy  goes  to  the 
several  newspapers  complete,  and  it  is  often  given  them  so  late  that  there  is  no  time  left  for 
"  fixing." 

Of  course  display  composition  cannot  be  figured  except  by  general  average,  which  is  com- 
paratively easy,  at  so  much  per  hour — say  60c. 

How  to  Ascertain  the  Quantity  of  Body  Type  Required. 

To  ascertain  the  quantity  of  plain  type  required  for  any  class  of  composition — newspapers, 
magazines  or  other  work,  find  the  number  of  square  inches  to  be  filled,  and  divide  the  same  by  4, 
and  the  quotient  will  be  the  approximate  weight  in  pounds.  As  it  is  impossible  to  set  the  cases 
of  type  entirely  clear — or  "skin  it" — it  is  advisable  to  allow  from  25  per  cent,  to  large  fonts,  and 
even  more  to  small  ones,  for  "dead  matter." 

For  example:  72  square  inches  of  space  require  18  lbs.  of  body  type,  any  size,  to  fill. 
When  sold  by  the  pound  nothing  less  than  25  lbs.  is  put  up  at  the  pound  price,  and  this  would 
be  more  than  ample  for  the  72  square  inches.  As  most  ad.  work  has  much  paragraphing,  it  is 
safe  to  figure  without  much  extra  allowance.  One-fourth  of  the  total  square  inches  is,  therefore, 
a  good  net  basis. 

About  Estimates. 

As  stated,  publishers  charge  nothing  extra  for  putting  ads.  in  type,  and  in  booklet  and  job 
work  the  printer  figures  prices  to  include  composition,  press  work,  binding,  etc.,  therefore  the 
table  of  estimates,  price  of  composition,  etc.,  are  hardly  practical  from  the  ad.  writer's  standpoint, 
but  as  many  are  anxious  for  these  details,  I  have  included  them  herewith. 

My  advice  to  the  ad.  writer  is  to  get  the  printer  to  do  all  figuring.  A  booklet  dummy,  for 
example,  can  show  the  cut  arrangement,  table  or  rule  work,  etc.,  which  is  not  to  be  plain 
composition. 


TYPES   AND    THEIR    USE. 


15 


Price  List  of  Type. 

Advertisers  who  desire  their  advertisements  set  up  in  exclusive  type  may  not  always  be  able 
to  get  the  publisher  to  buy  a  certain  style  for  their  sole  use.      In  this  event,  it  may  be  well  to  buy 

the  type.  For  example,  a  druggist  may  be  using  a  six- 
inch  single  column  space,  and  want  the  body  or  text, 
occupying  say  four  inches,  to  be  set  in  12  point  Avil. 
A  small  regular  font,  or  possibly  two  fonts,  may  be 
ample,  but  if  the  text  space  is  more — 60  or  70  inches — 
then  the  type  should  be  purchased  in  quantity  by  the 
pound.  The  accompanying  table  gives  the  price, 
although  it  may  change  from  time  to  time. 

Sizes   larger  than   30  point,  minimum  quantity,  50 
pounds. 

In  quantities   of  1 00   pounds   and   over,  job    type 
and   job    type    figures    are    sold    at   reduced    prices. 

The  cost  of  Roman  type  is  less  per  pound,  as  follows  : 

Price    List    of    Roman    Body   Type   and   Spaces. 


Price    List    of   Job    Display    Type    of    One 

Body  and  Face,  Ordered  at  One  Time, 

In  Fonts  of  23  and  50  Pounds, 

Per  Pound : 

5-Point,  ....    $1    80 

14-Point,  ....    $0.62 

5  !4-Point, 

1.44 

i6-Point,  . 

.60 

6-Point,  . 

I    16 

iS-Point,  . 

.60 

7-Point,  . 

1  .00 

20- Point,   . 

.60 

8-Point,  . 

.90 

24- Point,  . 

.56 

9-Point,  . 

.So 

30-Point,  . 

.56 

10-Po'mt,  . 

•  74 

36-Point,  . 

.56 

ii-Point,  . 

.70 

42-Point,  . 

.54 

i2-Point,  . 

.66 

Larger,  .     . 

•54 

BODY. 


5 -Point     . 

5  >:.^ -Point 
6-Point  . 
7-Point  . 
8 -Point     . 


pound 


25  pounds 

to 
500  pounds 


>1.20 

•74 
.64 

•  ;6 
.52 


500  pounds 

to 
1000  pound; 


.72 
.62 

•54 
.50 


J  000 

pounds  and 
over 


•71 
.61 

•53 
•49 


BODY. 


9-Point 

lo-Point 

1  I -Point 

I  2.  Point 

14-Pt.  to  24-Pt.  inclusive 


25  pounds 

to 
500  pounds 

500 
1000 

sounds 
to 
pounds 

1000 

pounds  arid 
over 

$0.48 
.46 

Sc 

.46 

.44 

«o-45 

•43 

•44 

.42 

.41 

.42 

.40 

.40 

.40 

.40 

.40 

30  Point  and  larger,  at  Job-type  prices. 

Spaces  and  quads  for  all  sizes  larger  than  24  Point,  40  cents  per  pound. 

Special  prices  on  quantities  of  2000  pounds  and  over. 

Roman  and  German  body  type  is  put  up  in  fonts  of  25  pounds,  and  multiples  of  25  pounds. 

Italics  and  some  specially  condensed  faces  cost  even  more.      Founders  will  quote  on   request. 

Table   of   Standard   Sizes   of   Newspapers. 

The  following  are  the  regular  sizes  of  newspapers  adopted   by   the  au.xiliary  or  "  patent  inside"  printers.      The  width  of 
column  is  13  ems  12-Point. 


5-Column 
6-Column 
7 -Column 
8-Column 
9-Column 
4-Column 
5-Column 
6-Column 
7-Column 


Folio      . 

Folio      . 

Folio 

Folio 

Folio     . 

Quarto 

Quarto 

Quarto 

Quarto 


Size  of  Paper. 


20  X  26  inches 
22  X  31  inches 
24  X  35  inches 
26  X  40  inches 
28  X  44  inches 
22x31  inches 
26  X  40  inches 
30  X  44  inches 
35  X  48  inches 


Column  Rule. 


'734 

'9K 

213^ 

23K 
26 

•3M 
>9M 

2  13/ 


nches 
nches 
nches 
nches 
nches 
nches 
nches 
nches 
nches 


The  column  rule,  multiplied  by  14  lines  per  inch,  gives  number  of  lines  per  column. 


Cyclopedia   of   Advertising 
and    Printing    Technique. 

Useful  to  Those  Who  Want  to  Know  the  Little  Details, 
:^:=  Whether  Important  or  Otherwise. 


Ad.  or  Adv. — .Advertisement. 

Ascending  Letters — Letters  ascending  into  the  upper 
shoulder,  viz.:  b,  d,  1,  etc. 

Advertising  Agent — Often  called  "broker."  One 
who  places  advertising  contracts  with  the  publisher.  He  is 
a  sort  of  a  middle  man  who  brings  advertisers  and  publishers 
together,  and  is  allowed  a  commission  by  publishers,  varying 
from  lo  to  25  per  cent. 

Large  publishers  will  allow  no  commission  to  anv  agent 
who  is  not  "recognized"  by  a  publishers'  association,  or 
who  does  not  have  at  least  three  clients'  advertising  to  care 
for.  Some  large  advertising  agents  employ  many  ad.  writers 
for  the  benefit  of  their  patrons. 

Advertising  Solicitor — One  who  canvasses  for  a  pub- 
lisher or  advertising  agency.  He  or  she  is  paid  either  a 
stated  salary  or  commission.  The  solicitor  of  a  representative 
agency  generally  gets  about  one-third  the  profit  charged 
customers — 5  per  cent,  where  the  agency  does  business  on  a 
1  5  per  cent,  basis,  etc. 

Advertising  Manager — One  who  is  employed  to  write, 
place  and  manage  the  publicity  of  the  large  advertiser.  This 
term  also  applies  to  those  who  have  charge  of  the  advertising 
solicitors  of  a  publication,  and  of  all  details,  such  as  cor- 
respondence, rate  making,  etc. 

Bastard  Type — Type  with  a  face  larger  or  smaller  than 
its  regular  body  ;   as  5  point  on  8  point  bodv,  or  vice  versa. 

Break  Line — -A  short  line  that  doesn't  fill  full  width  of 
measure. 

Blank  Space — Usually  refers  to  the  white  space  between 
display  lines,  cuts,  etc.  The  printer  arranges  it  without 
instruction,  unless  the  ad.  writer  wishes  to  produce  some 
particular  efl^ect  by  an  abnormal  use  of  blank  or  white  space, 
in  which  case  he  gives  explicit  directions  by  arrangement  on 
his  "lay  out."      See  "  White  Line." 

Brass  Rule — Thin  strips  of  brass,  type  high,  having 
single,  wave  or  double  lines  cut  on  the  face.  Fancy  effects, 
like  a  border,  are  also  occasionally  produced. 

Booklet — Applied  to  small  pamphlets  with  paper  covers. 
.Often  a  modified  catalogue.      See  "  Primer." 

Body  Type — Applied  to  type  used  for  the  te.vt  of  an 
ad.,  such  as  Roman,  either  Old  Stvle  or  Modern.  Chelten- 
ham, Avil,  etc.,  are  also  called  body  type  when  used  for 
that  purpose. 

Cancelled  Figures — Figures  cast  with  a  line  across  the 
face. 

Casting  Off — Estimating  how  manv  pages  a  certain 
amount  of  copy  will  make  in  tvpe. 

Clean  Proof — One  with  few  errors. 

Close  Matter — Mostly  solid  matter  with  few  break  lines. 

Corrections — The  alterations  or  errors  marked  on  a  proof. 

Cut-in  Letter — A  larger  type  than  the  body  type, 
usually  an  initial  letter,  adjusted  at  beginning  of  the  first 
par.igraph  of  a  chapter. 

1(5 


Coated  Book — The  finest  finished  paper  for  half-tone  or 
very  high  grade  printing. 

Cut-in  Note — A  note  of  one  or  more  lines,  generally 
set  smaller  than  the  text  matter,  and  justified  into  the  side  of 
a  page. 

Column  Width — Applies  in  general  to  column  width. 
As  there  are  several  widths,  this  term  means  little,  each  pub- 
lisher setting  the  ads.  according  to  his  measure. 

Chase— An  iron  frame,  less  than  type  high,  in  which 
forms  of  type  are  locked  before  printing,  electrotyping,  etc. 
See  "  Imposing." 

Change  of  Copy — New  copy  to  replace  old  ad. 

Caps — Capital  letters. 

Circulation — Relates  to  the  number  of  copies  of  the 
publication  that  are  printed  and  circulated.  Where  news 
dealers  are  privileged  to  return  unsold  magazines,  papers, 
etc.,  they  must  be  deducted  before  an  honest  statement  can 
be  given. 

Caption — The  display  or  title  proper  belonging  to  an 
illustration  or  text. 

Card — Refers  to  small  ads.  that  have  little,  if  anything, 
save  name,  business  and  address  of  some  professional  man, 
who  may  be  bound  by  certain  ethics  to  nothing  more — 
phvsicians  for  example  ;  also  refers  to  street  car  cards,  con- 
taining ads.      See  *'  Mailing  Card." 

Composition — The  setting  of  type  into  words,  and 
arranging  the  same  into  lines.  Printers'  ink  rollers  also  are 
made  from  a  glue,  molasses   and   glycerine  "composition." 

Cut — An  illustration  of  any  kind. 

Catch  Line  —  Not  displav  as  is  sometimes  thought,  but 
words  which  connect  two  larger  displav  hnes,  viz. :  Grand 
Picnic  "of the"  Home  Guard.      See  "Display." 

Composing  Stick — A  steel  instrument  for  type  setting. 

Catch  Phrase — .A  term  applied  to  catchv  words  that 
have  a  happy  connection  with  a  title,  viz. :  Kodak  Cameras 
— "You  press  the  button,  we  do  the  rest."  This  is  prob- 
ably the  most  famous  catch  prase  ever  coined.      Other  good 


ones,  Victor  Bicyles  "make  the  pace;"  Van  Houten's 
Cocoa,  "best  and  goes  farthest." 

D— Daily. 

Descending  Letters — Letters  that  go  down  into  the 
shoulders  of  the  body  ;   as  g,  j,  p,  etc. 

De\il — Errand  boy  of  a  printing  office. 

Dead  Matter — Set  tvpc  that  is  not  to  be  again  used. 

Distributing — Returning  types  to  their  various  boxes. 

Display — Setting  copy  in  job  or  display  faces,  such  as 
Ben  Franklin,  Roycroft,  etc.  Caps  of  Roman  spaced  out 
is  also  sometimes  called  displaying. 

Drive  Out — To  force  out  a  word  in  a  line  bv  extra 
spacing  between  words.  This  is  sometimes  advisable  where 
two  or  three  lines  have  divided  words,  which  show  hyphens 
(-)  massed  together.      See  "  Keep  in." 


CYCLOPEDIA  OF  ADVERTISING  AND  PRINTING  TECHNIQUE. 


Dished — A  defect  in  electrotyped  plates,  or  the  center 
of  a  letter  being  lower  than  its  edges. 

Duodecimo  or  izmo. — Twelve  pages  to  a  form.  Also 
refers  to  half  a  sheet  of  book  paper,  19x25  inches,  folded 
into  I  2  leaves  or  24  pages. 

Dummy — Applied  to  a  blank  booklet  or  pamphlet,  usually 
trimmed  the  actual  size  of  prospective  work.  Should  be  to 
the  printer  what  an  architect's  plans  are  to  the  builder. 
Proofs  of  all  engravings  and  illustrations  should  be  pasted  in, 
and  the  display  heads  ought  to  be  pen  or  pencil  lettered  to 
indicate  approximate  location,  etc.  A  dummy  is  practically 
a  book  "lay  out."      See  "  Lay  Out." 

Double  Column — Matter  set  to  occupy  two  single 
columns. 

Description — That  part  of  an  ad.  which  relates  to 
description  of  goods. 

Double  Leaded — Type  spaced  out  between  the  lines  by 
use  of  two  2-point  leads  instead  of  one  lead. 
Em — The  square  body  of  a  type. 
En — Half  the  dimensions  of  the  "  em." 
Even   Pace — The   2d,  4th,  6th,  or  any  even-numbered 
page  of  a  book. 

Electro  or  Electrotype — A  duplicate  printing  plate, 
tvpe  high,  made  by  first  taking  a  wax  impression  of  type 
or  cut  matter  which  is  later  treated  to  a  process  which  pro- 
duces a  thin  copper  film  in  the  wax  mould.  This  film  is 
removed  from  the  wax  and  is  called  a  «' Shell,"  which  is 
filled  with  a  cheap  white  metal.  The  printing  contact  being 
on  this  reinforced  copper  surface,  it  matters  little  about  the 
qualitv  of  the  "filler,"  which  merely  gives  strength.  An 
Electro  is  distinguished  from  an  original  copper  plate  by  the 
fact  that  the  latter  is  solid  copper,  while  the  former  shows  the 
white  metal  backing.  Good  Electrotypes  are  generally  good 
for  50,000  to  100,000   impressions. 

Etching — An  engraving  made  from  a  sketch  by  the  photo 
process — usually  on  zinc,  although  copper  gives  a  finer  print- 
ing surface  and  costs  more.      Where  a  plate  is   to  be  made 
from  a  pen-and-ink  drawing  and  a  photo  or  brush  drawing, 
one  way  is  to  make  a  zinc  etching  and  a  half-tone  separately, 
afterwards  inserting  the  latter  into  the  blank  space  left  vacant 
in    the   etching.      A   better  job,    however,    is    produced   by 
making  both  the  etching  and  half-tone   on   one   copper  plate, 
which  is  called  a  "  combination."      See  "  Half-Tone." 
E.  O.  D. — Means  an  ad.  is  to  run  every  other  day. 
E.  O.  W. — Means  every  other  week. 
Folio — Two  pages  to  a  form.      Also  refers  to  the  running 
numbers  of  the  pages  in  books. 

Form — The  page  or  type  matter  when  imposed  in  a 
chase  for  printing  or  electrotyping. 

Fat — Poetry  and  leaded  type  matter  which  is  rapidly 
set,  owing  to  the  large  amount  of  blank  space  which  the 
compositor  fills  up  with  quads  and  spaces. 
Fat  Face — Type  that  is  broad  stemmed. 
Foot  Note — Matter  usually  set  in  type  smaller  than  the 
text,  and  placed  at  the  bottom  of  the  page  with  a  reference 
mark. 

Flat  Rate — Applies  to  publications  having  one  adver- 
tising rate,  without  discounts  for  larger  space  or  long  time 
contracts. 

Foul  Proof — One  with  many  errors  marked  in  it. 
Foreign  Advertising — The  ad,  of  a  concern  located  in 
some  place  other  than  the  one  where  the  publication  is  issued. 
Generally  understood  to  be  a  general  advertiser  not  doing  a 
local  business. 


Full  Face — A  tvpe  of  bolder  face  than  Roman.  An 
old  series  is  called  "  Full  Face,"  which  is  practically  a  very 
heavy,  black  edition  of  Roman,  yet  now  seldom  used,  the 
more  modern  display  styles  taking  its  place. 

Font  or  Fount — A  complete  assortment  of  type. 

Galley — A  brass  or  wooden  tray,  with  side  and  head 
ledges  for  holding  type  when  composed.  The  compositor 
"dumps"  his  composing  stick  on  the  galley. 

Galley  Proof — A  proof  taken  of  the  type  when  on  the 
galley,  and  before  it  is  "made  up"  into  pages  or  "locked 
up"  in  the  chase  for  printing.  This  enables  the  printer  to 
correct  errors  without  loss  of  time. 

Get  In — To  set  type  close. 

Hanging  Indention — Where  successive  lines  are  set-in 
an  "  em  "  or  more  beyond  the  first  line,  just  as  this 
explanation  of  the  hanging  indention  is  set.  I  do 
not  like  this  as  a  rule  as  well  as  the  regular  paragraph. 

Hell — A  printing  office  receptacle,  usually  an  old  box, 
into  which  worn  out,  battered  and  broken  type  and  cuts  are 
thrown. 

Heading — Refers  to  the  display  at  head  of  ad. 

Half-Tone — A  plate,  usually  copper,  made  from  a 
photograph  or  brush  drawing.  A  half  tone  can  also  be 
made  from  a  pen  sketch. 

Handling  an  Account — An  advertising  agency  term, 
referring  to  doing  business  for  the  advertiser. 

Imposing — Arranging  and  locking  up  a  form  of  type  in  a 
chase. 

Imprint — The  name  of  printer  or  publisher  appended  to 
jobs  or  title  pages.  Also  means  name  and  address  of  the 
advertiser  at  bottom  of  the  ad. 

Inferior  Letters — Small  letters  cast  near  the  bottom  ot 
the  body,  as  A,b,c,  et*^-      See  "  Superior  Letters." 

Insert — A  printed  sheet  or  sheets  inserted  between  the 
regular  pages  of  a  publication  or  book.  Colored  inserts  fi-om 
two  pages  up  in  a  magazine  are  like  preferred  position  on 
account  of  greater  prominence.  Publishers  quote  special 
prices  on  such  advertising. 

Indention — A  blank  space  at  beginning  of  paragraph, 
usually  an  "em"  quad.      See  "Hanging  Indention." 

Introduction — The  first  text  matter  in  an  ad.  which  is 
couched  in  a  more  or  less  earnest  or  flowery  style  to  interest 
readers  and  get  them  to  read  the  description  and  other  features. 

Justifying — Spacing  out  lines  accurately,  so  each  is 
practically  the  same  width,  otherwise  the  printer  could  not 
exert  an  equal  locking  pressure  in  the  chase. 

Keep  In — To  crowd  in  as  many  words  as  possible  in  the 
line,   by   thin  spacing  between  words.      See  "Drive  Out." 

Leaders —  ( ) — Dots  or  hyphens  placed  at  inter- 
vals of  one  or  more  ems  to  guide  the  eye  across  a  wide  open 
space,  usually  to  figures. 

Leads — Thin  strips  of  metal  cast  in  various  thicknesses 
and  quad  high  to  separate  lines  of  type.  The  thickness 
usually  used  is  z  point,  formerly  called  "  six-to-Pica." 

Lean — Close  and  solid  matter. 
Lean  Type — Light,  thin-faced  type. 
Ligatures  or  Logotypes — Two  or  more  letters  cast  on 
the  same  shank,  as  ff,  fK,  s,  oe,  etc. 

Lower  Case — Small  letters  accompanying  caps.  Also  re- 
fers to  a  type  case  in  which  these  letters  are  kept;  "1.  c." 
on  copy  means  lower  case. 

Lay  Out — The  "dummy"  plan  of  an  ad.,  which 
shows  the  printer  just  the  style  wanted. 


18 


POWELL'S    PRACTICAL   ADVERTISER. 


Matter — Composed  type. 

MEASURE--In  composition  a  term  that  refers  to  width  of 
a  column  or  page.  The  type  measure,  however,  is  not  a 
term  but  an  instrument  for  measuring  an  ad.  "down  the 
column." 

Make-up — To  arrange  the  lines  of  matter  or  ads.  into 
pages. 

Ms.  OR  Mss. — Manuscript. 

Making  Ready — Preparing  a  form  on  the  press  for 
printing. 

Modern  Roman— Roman  type  a  trifle  heavier  in  face 
than  "Old  Style"  and  stiffer  looking,  used  chiefly  by 
daily,  weekly  and  monthly  publications  where  great 
wear  is  desirable  without  regard  to  appearance.  This 
paragraph  is  set  in  Modern  Roman,  and  its  contrast  to 
the  Caslon  Old  Style  is  marked. 

Mailing  Card — These  vary  in  size  and  are  often  elabo- 
rately printed  in  colors.  A  mailing  card  may  be  only  a  copy 
of  an  ad.  or  it  may  take  the  form  of  a  series  of  chattv  argu- 
ments set  in  large  Old  Style — from  12  to  24  point  size,  with 
illustrations,  etc. 

Nicks — Hollows  cast  in  the  front  of  a  tvpe  to  show  the 
compositor  how  to  place  it  in  his  stick.  Tvpe  st^■les  differ- 
ing but  litde  are  cast  with  nicks  of  different  size  to  facilitate 
distribution  and  prevent  mixing. 

Octavo  or  8vo. — Eight  pages  to  a  form.  Also  refers 
to  half  a  sheet  of  book  paper,  i  g  x  25,  folded  into  eight  leaves 
or  sixteen  pages.  Other  designations  of  book  making  are  : 
1 8mo  for  36  pages;  24mo  for  48  pages.  Only  one  side 
of  the  sheet  at  a  time  is  printed  in  fine  work. 

Odd  Page  or  Folio — The  1st,  3d  and  all  uneven- 
numbered  pages. 

Off  Its  Feet— When  matter  does  not  stand  upright,  it 
shows  halt  of  the  letters  only,  the  other  half  of  the  face  not 
printing. 

Old  Style  Roman — Thus  named  because  type  of  this 
character  is  modeled  after  ideas  and  styles  originated  bv  the 
old  masters  of  printing  hundreds  of  years  ago.  Of  course, 
the  present  letters  are  vastly  more  perfect  in  contour  and 
symmetry  than  was  possible  in  the  days  of  Caxton,  Caslon, 
Schoeffer  and  other  early  founders.  No  studv  of  type 
anatomy  is  complete  without  noting  the  graceful  tapering  of 
Old  Style  Roman  in  comparison  with  Modern  Roman. 

Open  Matter — Type  widely  leaded  or  containing 
numerous  break-lines. 

Out — An  omission  marked  in  a  proof. 

Objectionable  Copy — An  ad.  that  comes  under  a  class 
refused  by  certain  publications  ;  viz.,  a  beer  ad.  intended  for 
the  Ladies'  Home  Journal. 

Pi — Type  mixed  up  promiscuously. 

Point  System — The  new  system  of  units  based  on  72 
points  to  the  inch. 

Preferred  Position — Special  location  of  ads.  where 
more  readers  are  likely  to  see  them.  This  location  may  be 
next  to  reading,  a  certain  cover  or  other  page.  By  "  full 
position"  is  understood  "top  of  column,  next  to  pure 
reading  matter." 

Plates — Refers  to  process  engravings,  electrotypes  and 
stereotypes  for  printing.      See  "Plate  Matter." 

Patent  Insides  and  Outsides — Refers  to  partly  printed 
newspapers.  Numerous  companies  in  Boston,  New  York, 
Chicago,  and  other  great  cities  furnish  hundreds  of  small 
country  publishers  with  any  standard  size  of  newspaper  from 
a  five-column  folio  (four  pages)  up  to  eight  columns  ;  and 
also  quarto,  or  eight-page  papers,  of  from  four  to  six 
columns.     The  plan   is  this:   these   "co-operative"    pub- 


lishers in  their  city  plants  set  up  stories,  poetrv  and  an 
interesting  assortment  ot  miscellaneous  articles  of  interest,  and 
these  they  make  up  and  print  on  the  first  and  fourth  pages, 
leaving  the  second  and  third  pages  blank.  The  country 
publisher  who  receives  this  service  sets  up  the  local  news  for 
his  two  or  more  pages,  and  as  soon  as  his  weekly  or  month- 
ly stock  of"  ready-print"  arrives  he  proceeds  to  print  his 
side.  Country  publishers  pay  a  low  rate  for  the  service, 
which  is  really  better  and  cheaper  than  is  possible  in  print- 
ing "  all  at  home."  Of  course,  this  only  refers  to  papers 
of  comparatively  small  circulation.  The  co-operative  pub- 
lishers reserve  a  column  or  two  for  ads.  which  make  the  low 
rate  possible.  The  New  York  Newspaper  Union  is  one  of 
the  leading  patent  inside  publishers.      See   "  Plate  Matter." 

Plate  Matter — Many  publishers  object  to  "ready- 
prints,"  owing  to  the  tact  that  a  large  amount  of  advertising, 
etc.,  disarranges  the  make-up  to  some  extent.  Others,  too, 
dislike  the  name  of  using  "patents"  and  unquestionably 
a  weekly  of  substantial  circulation  and  advertising  patronage 
can  do  better  with  ready-made  plate  matter  as  furnished  by 
the  American  Press  Association,  New  York.  This  com- 
pany sets  up  the  matter  the  same  as  the  co-operative  pub- 
lishers, but  instead  of  printing,  it  makes  stereotype  plates 
and  forwards  them  to  publishers  at  the  rate  of  $1.00  per  six 
columns  of  ordinary  matter,  each  201,^  inches  in  length. 
Specially  illustrated  matter  ranges  from  J  1.50  to  gz.oo  per 
six  columns.  These  plates  are  thin,  and  are  to  be  mounted 
on  metal  bases  which  the  Association  has  previously  furnished 
to  fit  any  column  length.  A  saw  readily  cuts  the  plate 
matter  to  any  size,  as  frequently  the  publisher  wishes  to  run 
half  a  column  of  plate  with  the  same  amount  of  his  own  type. 
This  service  is  very  complete,  and  is  a  big  saving  in  compo- 
sition. The  large  quantity  of  matter  set  up  affords  almost 
endless  selection,  and  the  merchant  who  issues  a  store  paper 
should  bear  this  in  mind.  If  a  local  newspaper  office  does 
his  printing,  the  probability  is  that  the  use  of  this  plate 
matter  will  cost  nothing  after  the  publisher  has  first  used  it 
in  his  periodical.  As  a  repetition  of  old  matter  is  not  very 
interesting,  my  advice  is  for  the  advertiser  to  buv  new  plates, 
especially  of  the  comic  illustrated  sort.  Specimen  pages  are 
sent  out  by  the  Association. 

Primer — A  sort  of  small  booklet  designed  to  instruct  the 
reader  regarding  the  elements  of  superiority  of  a  given 
product.  Any  article  like  a  lamp  chimney,  camera,  soap  or 
other  product  that  has  really  special  points  of  superiority, 
can  derive  good  from  a  properly  written  primer,  which 
should  be  small  size,  say  z  J^  or  3  inches  wide  by  4  or  4]^^ 
inches  in  depth,  and  of  not  more  than  eight  pages  set  in 
I  2-point  Old  Style  Roman  if  possible.  Illustrations  in  out- 
line, a  strong  laid  or  semi-rough  white  paper,  and  a  rough 
mustard  colored  cover  with  a  brief  utle  in  type  make  a 
good  combination.  Real  information  in  the  "chatty"  style 
should  be  given.  The  Primer  calls  for  more  facts  and  less 
"  hot  air,"  and  above  all  brevity  is  the  thing  to  strive  for. 
Illustrations  should  only  be  used  to  instruct. 

Print  Paper — The  cheapest  kind,  and  used  by  most 
daily  papers.      Wood  pulp  is  the  base. 

Quad — A  low  square  blank  type,  used  to  indent  the 
first  line  of  a  paragraph  or  fill  up  blank   spaces. 

Quarto — Four  pages  to  a  form.  A  half  sheet  of  book 
paper,  19  x  25,  folded  into  four  leaves  or  eight  pages.  See 
Duodecimo,  Folio,  Octavo,  1 8mo. 

Rat — A  scab  printer,  who  is  said  to  be  "ratting" 
when  working  in  a  non-union   office  where  there  is  a  strike. 

Ream — Twenty  quires  of  paper,  or  480  sheets.  Reams 
of  flat  paper,  best  grades,  are  now  generally  put  up  500 
sheets  to  the  ream. 


CYCLOPEDIA  OF  ADVERTISING  AND  PRINTING  TECHNIQUE. 


19 


References — Letters  or  characters  serving  to  direct  the 
reader's  attention  to  notes  at  the  foot  of  the  page. 

Reading  Matter — That  which  comprises  the  main  por- 
tion or  substance  of  the  ad.  or  type  matter,  and  being  dis- 
tinct from  the  display.      See  "Text." 

Register — To  cause  the  pages  in  a  sheet  to  print  pre- 
cisely baclc  to  back.  In  a  book,  where  one  page  shows 
irregularly  in  this  respect,  it  is  said  to  be  "out  of  register  " 
and  indicates  poor  press  work.  In  color  work  the  register 
must  be  perfect. 

Revised  Proof — The  last  proof,  after  corrections  have 
been  made. 

Reprint  Copy — Copy  which  consists  of  printed  matter. 

Running  Title  or  Head — The  title  of  the  book  or 
subject  matter  placed  at  the  top  of  the  pages.  The  left 
hand  running  title  is  usually  the  name  of  the  book — the  right 
hand,  the  name  of  the  chapter  head,  as  may  be  noted  in 
this  book. 

Run-In — Where  the  compositor  has  made  a  short  line 
and  then  started  a  new  paragraph,  and  it  is  desired  to  com- 
bine into  one  paragraph  only,  the  term  "run-in"  refers  to 
taking  as  many  words  of  the  new  paragraph  line  as  are 
needed,  and  filling  out  the  last  break  line.  This  necessi- 
tates the  alteration  of  every  other  line  in  the  paragraph. 

Set  Off — Newly  printed  sheets  piled  up  on  the  press 
table  sometimes  by  their  weight  slightly  transfer  some  ot  the 
print  to  the  blank  side  of  the  adjoining  sheets.  This  is 
called  "set  off"  or  "offset,"  and  usually  results  from  too 
much  ink  and  lack  of  care.  Fine  booklet  and  other  work 
often  require  the  "slip  sheeting"  of  common  paper  between 
every  printed  sheet. 

Standing  Matter — Ads.  and  jobs  that  are  to  be  laid 
aside  for  further  printing. 

Shank — The  metal  body  upon  which  the  face  of  the 
letter  is  cast. 

Shoulder — The  blank  surface  of  the  shank  of  a  type  not 
covered  by  the  face  of  the  letter. 

Side  Heads — Display  or  titles,  generally  larger  or 
heavier  than  the  text  matter,  set  at  side  of  latter. 

Spaces — Low  blank  types  used  to  separate  words,  and 
less  than  an  "  em  "  or  "  en  "  quad. 


Slug — A  thick  lead,  generally  from  6  point  up.  Where 
great  blank  spate  is  to  be  filled,  large  semi-hollow  quads  and 
metal  furniture  are  used. 

S.  C— Means  small  caps  of  Roman. 

Solid — Unleaded  type. 

Stet. — Written  on  a  proof,  it  means  that  the  word  or 
letter  erroneously  struck  out  shall  remain — no  attention  to  be 
given  supposed  correction. 

Superior  Letters — Letters  of  small  face,  cast  near  the 
top  of  the  line,  ■*'  b,  etc. 

Stereotype — A  duplicate  plate  of  all  white  metal,  used 
by  daily  papers  mostly,  where  quick  work  is  essential.  In- 
ferior to  the  electrotype  and  much  cheaper. 

S.   S.   &  C. — Book   paper   with   a  better    surface  than 

machine  finished  and  which  is  "  super  sized  and  calendered." 

Short   & — Printers  call   the   character    (&)    the    "short 

and."      It  is  wrong  to  use  it  save  in  firm   and  corporation 

names  and  titles. 

Table  Work — Matter  consisting  partly  of  rules  and 
figures  and  charged  for  at  greatly  increased  rates  over  plain 
composition. 

Take — Large  ads.  and  book  matter  are  usually  divided 
into  several  portions,  so  several  compositors  can  work  on  it 
and  shorten  the  time.  Each  thus  gets  his  "take"  ot  the 
copy. 

Text — The  reading  part  of  an  ad.  See  "  Reading 
Matter." 

T.  f.  —  Refers  to  an   advertising  order,   which   authorizes 
the  publisher  to  run  an   ad.  "till  forbid." 

Upper  Case — Capital  letters  accompanying  a  lower  case 
font  of  type.  Also  refers  to  a  type  case  in  which  these  Cap 
letters  are  kept.  The  upper  case  rests  on  a  frame  in  front  ot 
the  compositor,  and  directly  below  it  rests  the  lower  case, 
which  accounts  for  the  names.  The  lower  case  is  lower  and 
nearer  the  compositor,  since  not  one  cap  letter  is  used  to 
forty  of  the  lower  case. 

Wrong  Font  (marked  w.  f.  on  proof) — Means  wrong 
style  or  size  of  letter. 

White  Line — A  blank  line  of  quads.  See  "Blank 
Space." 


Cream    of    Type    Specimens 

J^      A  choice  selection  from  the  latest  productions  of  the  leading      ^ 
American  type  foundries,  and  especially  adapted  to  advertising 


In  studying  the  use  of  type — especially  display  or  job  faces — it  must  be  borne  in  mind  that 
the  ad.  writer  only  aims  to  familiarize  himself  with  some  of  the  more  desirable  styles,  and  nothing 
could  be  farther  from  the  truth  than  that  it  is  necessary  to  be  posted  on  all  that  has  been  manu- 
factured within  the  last  fifty  years. 

It  is  no  sign  of  inferior  ability  to  be  obliged  to  confess  that  you  don't  know  the  name  of  any 
particular  style  or  size. 

With  these  reassuring  remarks,  let  us  begin  a  brief  study  of  those  features  really  essential. 

Enough  has  already  been  said  to  settle  the  fact  that  Old  Style  Roman  is  a  much  cleaner  and 
more  artistic  body  or  text  type  in  comparison  with  Modern  Roman,  especially  for  advertisements 
and  all  booklet  and  miscellaneous  printed  matter.  I  shall  only  draw  attention  here  to  a  few 
specific  uses  that  the  ad.  writer  ought  to  know.  A  tour  page  circular,  8x12,  looks  well  set  either 
in  i4p.,  i6p.,  i8p.  or  2op.,  Caslon — using  caps  and  lower  case,  of  course.  And  this,  too,  without 
display,  save  occasional  head  or  sub-head  lines.  The  latter  can  be  larger  sizes  of  Caslon,  or  it 
will  be  perfectly  proper  to  einploy  any  regular  display  like  Winchell,  Ben  Franklin,  etc. 

Avil  or  Cheltenham  would  look  well.  Imagine  a  mailing  card  with  one  or  two  strong  dis- 
plays that  mean  something  in  combination  with  i8p.  or  24p.,  Avil,  using  the  larger  sizes  where 
the  text  is  not  too  long.  In  selecting  new  type  faces  bear  in  mind  that  the  more  artistic  a  type  is, 
the  more  likely  it  is  that  the  smaller  sizes — 6p.  to  8p. — will  not  show  up  so  clearly  as  a  plain  Old 
Style  Roman.  For  advertisements,  therefore,  I  prefer  6p.  of  the  latter  to  Avil,  but  in  the  larger 
sizes,  Avil  has  vastly  more  "character."  6p.  Avil,  however,  makes  a  fine  type  in  very  artistic 
booklet  work,  in  foot  notes  or  as  an  explanatory  paragraph  in  connection  with  illustrations.  Its 
use  should  be  limited. 

In  the  matter  of  display  styles,  it  is  all  a  question  of  individual  preference.  Observe  Hearst 
is  a  sort  of  modified  Avil;  note  the  cap  E,  H,  etc.,  and  it  will  be  seen  that  the  idea  is  practically 
the  same.  Cap  C  shows  the  greatest  dissimilarity.  Hearst  is  useful  where  Avil  would  fill  too 
little  in  width,  and  the  former  has  a  heavier  face.  MacFarland  is  heavier  than  Caslon,  but  bears 
a  sort  of  cousinship  to  it. 

These  characteristics,  or  resemblances,  will  be  found  more  or  less  constantly,  especially  among 
rival  founders.  A  certain  style  will  be  brought  out,  and  immediately  catch  the  public  fancy,  and 
forthwith  other  founders  will  get  up  about  the  same  thing  under  another  name.  Printers,  there- 
fore, dislike  to  buy  much  conflicting  type. 

Compare  Winchell  with  John  Hancock  for  weight,  although  one  is  not  a  steal  from  the 
other.      Look  for  characteristics  among  all  the  styles. 

In  determining  display  these  specimen  pages  will  also  be  of  great  assistance.  Counting  a  line 
of  letters  will  get  pretty  near  wording  possibility.  It  will  be  easy  also  to  ascertain  the  number  of 
words  in  one  or  more  square  inches  of  such  types  as  Caslon,  Avil,  etc.,  these  specimens  here  shown 
being  sufficiently  extensive  for  this  purpose.  For  Roman,  either  Old  Style  or  Modern,  consult 
table  giving  possible  number  of  words  per  square  inch  for  all  sizes. 

The  borders  shown  herewith  will  suggest  themselves  in  many  ways,  and  while  one  should  aim 
to  use  them  sparingly,  yet  so  many  chaste  border  effects  are  possible,  that  every  ad.  writer  needs 
to  study  their  possibilities.  Note  36  point  border  No.  3628  around  the  page  of  Caslon.  The 
ample  white  margin  between  type  and  border  is  particularly  efficacious.  It  will  be  of  interest  to 
compare  Border  No.  2407  surrounding  Avil  specimens  with  that  used  in  certain  Victor  ads.  The 
latter  was  my  own  creation — the  former  an  imitation. 

20 


TBf  TNI  AND  Saint  Louis       flSF 

^  TYPE  CASLON   OLD  STYLE  SERIES  n-vo.. 

Wf  Chicago 

^^L,  FOUNDRY  TheGenuineFace— reproduced  by  pkkmission  of  the  Caslon  letter  foundry,  London                         „    „   . 


4a  3A,  $13. 40 


IS-Polut  Border  No.  ia69-Fout  of  24  inches.  $1.00 


72-Polnt  CaalQu  Old  Style 


L.  O.  $4.85.  C.  $8.55 


MODE  Raised 


8-Point  Caalon  Old  Style 

48a  18A,  $2.26 

L.  C.  $1.26.  C.*1.00 

INLAND  TYPE  PLEASES 

the  workman,  the  proprietor 
and  the  customer.  It  is  seldom 
they  are  pleased  in  any  other 
one  thing.  Standard  Line  Unit 
Set  Type  delights  all.  It  satis- 
fies the  customer  and  makes 
him  come  back;  it  satisfies  the 


12-Polnt  Oaslon  Old  Style 

32a  16A.  $2.80 

L.  C.  $1.45.  C.  $1.35 

ONE  HUNDRED 
per  cent  per  annum 
in  dividends  is  what 
Inland  type  will  pay 
you.  It  will  enable 
you  to  do  additional 
work  without  increa 


la-Polnt  Caalon  Old  Style 

20a  lOA.  $3.20 

L.  C.  $1.00,  C.  $1.60 

YOU  CAN'T 

afford  to  buy 
anyotherthan 
Inland  Type 
because  of  its 
superior  labor 


aa  3A,  $6.00  42Polnt  Caslon  O.  S.        L.  C.  $2.80.  C.  $3.20 

INDUCES 
Best  Makes 

7b  4A.  $5.00  36-Point  Caslon  O.  S.        L.  C.  $2.35,  O.  $2.65 

TRUE  LINE 

Better  Goods 

9a  4A.  $4.30  30  Point  Caalon  C.  S.        L.  C.  $2.30.  C.  $2.00 

SURE  MONEY 

Inland  Products 

12a  5A.  $3.60  24-Polnt  Caslon  O.  S.         L.  C.  $1.90.  C.  $1.60 

REDUCES  LABOR 
Standard  Line  Type 


6-Point  Caslon  Old  Style 

60a22A.  $2.00 

L.  C.  $1.15.  C.  $0.85 

IF  YOU  USE  INLAND  TYPE  YOU 
will  please  your  customer  better  than 
if  you  use  the  other  kind  —  hence,  more 
trade.  If  you  use  Inland  type  you  will 
keep  your  composition  expenses  con- 
siderably lower  than  if  you  use  the  other 
kind  —  hence,  greater  profits.  If  you  use 
Inland  type  you  will  please  your  comps. 


10-Polnt  Caslon  Old  Style 

44a  16A.  $2.50 

L.  C.  $1.40,  C.  $1.10 

TIME-SAVING  TYPE 

All  that  the  name  implies. 
Often  it  amounts  to  fifty 
per  cent.  The  Inland's 
representatives  are  at  all 
times  pleased  to  demon- 
strate.    A  trial  convinces 


14-Point  Caslon  Old  Style 

26a  14A.  $3.00 

L.  C.$1.50.  C.  $1.50 

NO  ONE  WHO 

has  not  kept  track 
of  the  time  saved 
by  using  Inland 
type  in  time-table 
tariff  and  all  kinds 
of  folder  work,  etc 


16a  8A.  $3.30 


20-Polnt  Caslon  O.  S.  L.  C.  $1.70.  C.  $1.60  20a  9A.  $3.20 


18-Polnt  Caalon  O.  S.  L.  O.  $1.70.  C.  $1.50 


SIMPLE  TYPE  FACES      UP-TO-DATE  PRINTERS 
Conducive  of  Highest  Art      Inland's  Standard  Line  Type 


6a  3A.  $g.OO 


64-Polnt  Caslon  Old  Style 


L.  O.  $3.70.  O.  $5.30 


BOUND  Extracts 


21 


00        INLAND  _    ,  .       ^.    _  ^  ^  Sain.  Louis      ^^ 


00     TYPE        CASLON  OLD  STYLE  SERIES         ;,■'::   oo 


New  York 
Ol^      F  vJ  U  JN  Ulx  1  The  Genuine  Face— Reproduced  by  permission  of  the  Caslon  Letter  Foundrv,  London  Buffalo  "*' 

00  00 


12-Point  Border  No,  43  — Font  of  6  Inches,  40o 


Ancient  The  only  other  particulars  regarding  the 
Ti|  1  1  use  of  movable  type  by  the  Chinese  (apart 
iVietnoas  fj-om  those  now  being  made  from  molds) 
Retained  are  taken  from  a  letter  sent  to  the  North 
China  Daily  News  by  Rev.  A.  Elwin  of  the 
church  missionary  society,  wherein  he  gives  an  account 
of  a  visit  paid  to  an  old  Chinese  printing  establishment, 
in  a  place  called  Wangdofang,  in  the  Chuki  district, 
about  sixty  miles  directly  south  of  Hangchow.  The 
printing  was  being  temporarily  carried  on  in  the  large 
ancestral  temple  which  is  connected  with  the  village.  In 
the  large  central  hall  of  the  temple  were  placed  about 
twenty  ordinary  tables.  On  the  tables  the  cases  of  type 
were  spread  out  very  much  after  the  home  methods,  but, 
of  course,  taking  up  much  more  room.    When  Mr.  Elwin 


|l4Poinll 


THE  inside  of  this  block 
was  hollowed  out  to  a 
depth  of  say  one-quar- 
ter inch,  and  this  depression 
was  still  farther  hollowed  out 
into  grooves  three-quarters 
inch  deep.  The  block  which 
Mr.  Elwin  saw  had  twenty- 
nine  of  these  grooves,  each 
groove  being  filled  to  the 
depth  of  about  one-quarter 
inch  with  ordinary  thick  clay. 
With  his  copy  before  him, 
armed  with  a  small  pair  of  iron 
pinchers,  the  man  began  his 
work,  character  after  charac- 
ter being  transferred  from 
the  case  and   firmly  pressed 

[12-PoimJ 


ALL  was  now  ready  for  the  printer. 
He,  having  received  the  form, 
carefully  brushed  the  ink  over 
the  type.  He  then  took  a  sheet  of 
paper,  laid  it  on  the  job  and  presseil 
it  down  all  over  so  that  it  might  be 
brought  in  contact  with  every  charac- 
ter. He  then  removed  the  sheet  and 
examined  each  character;  some  were 
not  quite  straight  and  these  were  care- 
fully adjusted  with  the  pinchers.  So 
far  as  Mr.  Elwin  could  see,  the  type 
was  never  touched  with  the  fingers. 
After  sufficient  copies  had  been  struck 
ofif,  the  type  was  distributed,  each 
character  being  returned  to  its  par- 
ticular box.  The  type  in  the  form 
was  of  three  sizes,  but,  instead  of 
being  adjusted  by  spaces,  each  charac- 
ter was  kept  in  position  entirely  by 
the  clay  upon  which  it  stood.  The 
characters  were  square,  and  made  of 
lioroiiuj 


Se.PolDt  Border  No.  302a-I'uiit  ol  JU  iochou,  *1.80 


22 


Met  X-.TT    .  »TT^  Saint  Louis  " 

i.  Ty^e'                    AVIL  series  ^cwI;^  4> 

J^^  FOUNDRY                                                                              ORIGINAL  Buffalo  ^ 

'*         *         18-Polnt  Border  ijo.  184B-Font  of  24  Inches,  $1.00 


L.  C.  $3.35.  C.  $5.90 


,      ,»     «Qos  60-PolntAvU  ^.  ^.  »-.- ^"."■ 

4a  3A.  $9.25  ^^ 

RECORD  Breaker 


42a  20A.  $2.50 


10-Polnt  Avil 

L.  C.  $1.30.  C.  $1.20 


9a  5A.  $5.00 


36-Polnt  AvU 


L.  C.  $2.35.  C.  $2.65 


THE  WIDE-AWAKE  ADVERTIS- 

ing  man  is  becoming  more  and  more  con- 
vinced fliat  a  distinctive  style  of  display 
lefter  is  as  essential  to  ftie  effectiveness  o{ 
Kis  advertising  as  is  a  distinctive  style  for 
its  Headings  to  a  newspaper.  Quite  a  num- 
ber of  large  firms  follow  fliis  plan;  ofliers 
are  gefiing  in  line.  Tbe  idea  is  a  good  one. 
Anyfliingwbicb  adds  to  ffie  aftractiveness 
and  distinctiveness  of  an  advertisement, 
wbeflier  it  be  illustration  or  artistic  type 
display,  arrests  attention,  ffie  first  requisite 
of  good  advertising.  Tbe  successful  ad- 
vertiser knows  fliat  by  Having  His  adver- 

ea4A,  $7.25 


CHOICE  MODELS 

Inland's  Great  Strides 


12a  5A,  $4.30 


aOPolnt  AvU 


L.  C.  $2.30,  C.  $2.00 


HANDSOME  STYLES 

Artistic  Printers  Delighted 


48-Poiiit  AvU 


L.  O.  $3.15.  O.  $4.10 


Makes  PROFIT  Greater 


8-Point  Avil 


14a  6A.  $3.50 


24-Polnt  AvU 


L.  C.  $1.80.  C.  $1.70 


60a  2dA.  $2.25 


L.  O.  $1.10.  C.  $1.15 


THE  INTRODUCTION  OF  STANDARD  LINE 

Unit  Set  Type,  with  its  many  labor-saving  features. 
19  of  vast  importance  to  all  printers,  because  by  its 
use  fliey  can  do  superior  work  at  a  great  saving  of 
time  and  labor,  as  well  as  saving  a  large  amount  of 
material,  and  consequently  its  first  cost.  In  all 
offices  ftic  amount  invested  in  type  is  small  wben 
compared  wiUi  flie  yearly  expenditure  f<.r  wages  in  flie 
composing-room.  It  fherefore  follows  that  type  whicb 
accomplishes  flie  saving  of,  say.  only  ten  per  cent  in 
labor  will  cost  flie  proprietor  nofliing.  as  it  will  pay 
for  itself  in  a  year,  and  fliereafter  yield  a  large  profit 


a-Potot  AvU 
62a  28A.  $2.00  L-  C.  $1.00.  O.  $1.00 

ONE  GREAT  ADVANTAGE  OF  INLAND  TYPE  IS  ITS 

availabiluy.  If  you  order  a  special  outhl  lor  a  tanlf.  time-lable 
or  folder  In  case  you  lose  ftie  job  you  can  use  Ibu  maleiial  .11  your 
oier  work,  as  It  .s  all  rejular.  and  you  do  not  require  special 
ligutes.  special  leaders,  special  justibers  or  special  anythinj  else 
wifli  Inland  type.  But  fli.s  Is  not  such  a  big  advanlaje  as  it  would 
at  first  appear.  Wby?  Because  you  » ill  never  lose  flie  |ob. 
It  will  cost  file  other  fellow,  not  equipped  wifli  Inland  type,  roore 
to  turn  out  &e  work  flian  you  charge  &e  customer,  and  yel  you 
make  a  larger  profit  &an  &e  old  way.  Inland  type  is  adapted  lor 
any  printing.      In  accuracy,  durability  and   style   il   has  00   rival 


GOOD  BOOKLET  LETTER 

Out-of-flie-Ordinary  Avil  Series 


22a  lOA.  $3.20 


18-Polnt  Avil 


L.  O.  $1.65,  C.  $1.55 


ITS  OPEN  CUT  INSURES  SHARP 

Impression  on  Rough  Paper  Stock  $25 


30a  18A.  $3.00 


14-Polnt  AvU 


L.  C.  $1.50.  O.  $1.50 


SMALLER  SIZES  OF  THIS  AVIL  SERIES 

Are  Adapted  to  Stylisk  Work  on  Laid  Book  Papers 


38a  ISA.  $2.80 


12-PolDt  AvU 


L.  O.  $1.40.  C.  $1.40 


INCREASING  DEMAND  FOR  VIRILE  TYPE  FACES 

Brought  on  flie  Production  of  {he  Most  Handsome  Avil  Series 


I4.  O.  $4.60.  C.  $7.66 


.     .,„„,.  72PolntAvU  ^.  v/.  »^ ■,■■-- 

I  3A.  $12.25  ^  ^^ 

HOME  Installed 


23 


P  INLAND  Saint  Louis       UU 

m      TYPE  A VIL  SERIES  ^.i-York    JJ 

;;  FOUNDRY  oKicNAL  ""^s:   m 

MnmmmmmmmmmmmmmmmmmmmMmmmmmmmmmmmm 


12-Poiut  Border  No.  44  — Font  of  6  inches.  40c. 


^?????r?r??rf??r?r??rr??r?r???r??r?r??rmr?rr?r???r?r?r4 


Ancient 
Metkods 
Retained 


The  only  omer  particulars  regarding  {he  use  of  mov- 
able type  by  uie  Cninese  (apart  from  fliose  now  being 
made  from  molds)  are  taken  from  a  letter  sent  to  {he 
Nor{h  China  Daily  News  by  Rev.  A.  Elwin  of  {he 
church  missionary  society,  wherein  he  gives  an  ac- 
count of  a  visit  paid  to  an  old  Chinese  printing  establishment,  in  a 
place  called  Wangdofang,  in  {he  Chuki  district,  about  sixty  miles 
directly  souui  of  Hangchow.  The  printing  was  being  temporarily 
earned  on  in  {he  large  ancestral  temple  which  is  connected  wi{h  {he 
village.  In  {he  large  central  hall  of  {he  temple  were  placed  about 
twenty  ordinary  tables.  On  {he  tables  {he  cases  of  type  were  spread 
out  very  much  after  {he  home  me{hods,  but,  of  course,  taking  up 
much  more  room.  When  Mr.  Elwin  entered  {he  hall  one  man  was 
engaged  in  se{ting  up  {he  type,  ano{her  was  printing.  The  man  set- 
ting up  {he  type  stood  before  a  table  upon  which  was  what  may  be 


[H-Polnt] 


THE. inside  of  {Kis  block  was 
nollowea  out  to  a  depui  of  say 
one-quarter  inch,  and  fliis  de- 
pression was  still  farfiier  hollowed 
out  into  grooves  about  {hree-quar- 
ters  inch  deep.  The  block  which 
Mr.  Elwin  saw  had  twenty-nine  of 
mese  grooves,  each  groove  being 
nlled  to  flie  depth  of  about  one- 
quarter  inch  wifli  ordinary  {hick 
clay.  Wim  his  copy  before  him, 
armed  wifli  a  small  pair  of  iron 
pinchers,  {he  man  began  his  work, 
character  after  character  being 
transferred  from  {he  case  and  firmly 
pressed  into  {he  clay.  When  {he 
form  was  complete  a  flat  board  was 
placed  on  top  and   fhe  characters 

[12-Pom.l 


ALL  was  now  ready  for  fhe  printer. 
He,  having  received  me  form, 
carefully  brusned  uie  ink  over 
file  type.  He  flien  took  a  sheet  ot  paper, 
laid  it  on  me  job  and  pressed  it  down 
all  over  so  tnat  it  might  be  brought  in 
contact  wim  every  character.  He  flien 
removed  fhe  sheet  and  examined  each 
character;  some  were  not  quite  straight 
and  fnese  were  carelully  adjusted  wim 
fne  pinchers.  So  far  as  Mr.  Elwin  could 
see,  flie  type  was  never  touched  wifli 
fhe  fingers.  After  suificient  copies  had 
been  struck  off,  fhe  type  was  distributed, 
each  character  being  returned  to  its 
particular  box.  The  type  in  the  form 
was  of  fliree  sizes,  but.  instead  of  being 
adjusted  by  spaces,  each  character  was 
kept  in  position  entirely  by  flie  clay 
upon  which  it  stood.  The  characters 
were  square,  and  made  of  some  hard 
wood.     The  men  told  Mr.  Elwin  fliat 

[10-Po,ntl 


?iiauiia^iaaiiiauaaauuiiauauaauiuiai^ 


24-PuiQt  Border  No.  2407  — Foutof  24  laches,  $1.60 


24 


(0)       INLAND  CCDTCC  Newfer     f 

#      TYPE  AVIL  SERlEb  chical     ^ 

#     FOUNDRY  ORIGINAL  Buffalo       # 


12-Polnt  Border  No.   1295-Foiit  of  ii4  liichea.  $1.00 


#  A  N  C I  E  N  T  The  only  oflier  particu-  # 
$  METHODS  lars  regarding  &e  use  of  ^ 
^  RETAINED   movable  type  by  {he  Cki-  ^ 

■««■         nese  (apart  from  those  »« 

'W  now  being  made  from  molds)  are  taken  m^ 

QP  from  a  lefter  sent  to  flie  Norfli  China  (0) 

^  Daily  News  by  Rev.  A.  Elwin  of  flie  ^ 

/i&  church  missionary  society,  wherem  he  ^k 

jMc  gives  an  account  of  a  visit  paid  to  an  ^ 

#  ^   '  "^  ^ 

^^  /^^  ^^  tables  #ie  cases  of  type  were  spread  out  ^ak 

dD  II   very  mucli  after  {ke  home  mefkods,  but,  of  i||| 

#  course,  taking  up  muck  more  room.    When  ^f^ 

Mr.  Elwin  entered  {be  ball  one  man  was  engaged  M^ 

^||S  in  setting  up  {be  type,  anoiber  was  printing.    Tbe  Q^ 

^ic  man  setting  up  {be  type  stood  before  a  table  upon  ^ak 

^ID  wbicb  was  wbat  may  be  called  a  Cbinese  "cbase.  \||| 

#It  was  a  solid  block  of  bardwood,  about  twenty-  ^j^ 

two  incbes  long  by  fifteen  incbes  broad  and  perbaps  m^ 

^H^  tbree  incbes  deep.     Tbe  inside  of  {bis  block  was  Q^ 

^^  bollowed  out  to  a  dep{b  of  say  one-quarter  mcb,  -^ 

QID  and  {bis  depression  was  still  far{ber  bollowed  out  (|II 


30-Polnt  Border  No.  3095  — Font  of  18  Inchea,  $1.50 

25 


t     I     t     r   r   r   t     t     r   t  i     i     t     t     t     t     r    r    r   r   r   r   r   t     r    r   r   r   r   r   r    r   r   r   r  T  ~r  ~r  ~r  ~r 

/kik      INLAND  S'>i°t  Louis    A  A 

•"J     TYPE  WINCHELL  SERIES            --  r    ;!!! 

^^^^     FOUNDRY  PATENT  PE>0..0                                                                     ^^•:7af:           6ii 


WINCHELL  SERIES 

PATENT  PENDING 

24-Poiut  Border  No.  42-Fout  ot  O  inches,  50c. 


16a  9A.  $3.25 


L.  C.  $1.65.  C.  $1.60 


22a  12A.  $3.0O 


L.  C.  $1.&6.  C.  $1.45 


THE  AIM  OF  A  GOOD     A  DISPLAY  TYPE  bearing 

Advertisement  is  to  Pro-       *^^  Essential  Stron|  &  Legible 

Characteristics  is  Here  iShown 
duce  a   Lasting   Impress       Manufactured   by   the    Inland 


aaa  14A,  $2.75     L.  C.  $1 .40.  C.  $1.36 

COPY  THAT  HAS 
AN  ATTRACTIVE 
property  as  its  main 
feature  has  caused 
many  an  advertiser 
to  drink  a  deep  and 
bitter  draught  from 
the  cup  of  disap- 
pointment. Attract- 
iveness    is     really 


Qa  SA.  $3.60 


24-Point  L.  C.  $l.eOl   O.  $1.90 


WINCHELL 
Is  the  Strongest 


9a  4A.  $4.26 


30-Polnt  I..  O.  $2.30;  C.  $1.95 


LETTER  FOR 

Chaste  Effects 


lO-Point 
30a  16A.  $2.50     L.  C.  $1.26.  C.  $1.25 

COPY  THAT  HAS  AN 
ATTRACTIVE  PROP- 
erty  as  its  main  feat- 
ure  has  caused  many 
an  advertiser  to  drink 
a  deep  and  bitter 
draught  from  the  cup 
of  disappointment. 
Attractiveness  is  not 
necessarily    a    virtue 


6-Point 

42a  20A.  $2.00 

L.  C.  $1.10,  C.  $0.90 

COPY  THAT  HAS  AN 
ATTRACTIVE  PROPER- 

ty  OS  Its  main  feature 
has  caused  many  an  ad- 
vertiser to  drink  a  deep 
and  bitter  drautibt  from 
the  cup  of  disappoint- 
ment. Attractiveness  Is 
not  necessarily  a  virtue 
In  advertising.  It  de- 
pends. If  effectiveness 
be  combined  with  at- 
tractiveness, then  the 
combination  and  the 
result  Is  sure  to  be  a 
happy  one.  There  are 
thousands  of  people  In 


6a  3A.  $5.00 


L.  C.  $2.45.  C.  $2.55 


IN  AD- WORK 

Has  Dignity  $4 


4a  3A.  $7.50 


L.  O.  $2.85.  O.  $4.65 


SIMPLicity 


4a  3A,  $12.05 


8-Polnt 

3ea20A.  $2.25 

L.  C.  $1.15,  C.  $1.10 

COPY  THAT  HAS 
AN  ATTRACTIVE 
property  as  its  main 
feature  has  caused 
many  an  advertiser 
to  drink  a  deep  and 
bitter  draught  from 
the  cup  of  disap- 
pointment. Attract- 
iveness is  not  the 
sole  consideration 
in  advertising.  It 
depends.  If  effect- 
iveness is  so  com- 


L.  C.  $4.55.  C.  $7.50 


INIMITable 


4a  3A,  $15.75 


L.  O.  $5.95,  C.  $9.80 


PRODuction 


2« 


•$•  "^  "^  •^V  4"  •^<!'  4*  4'  4*  4*  4*  "^  4"  4*  4"  4"  4*  4"  ^c  4*  4"  4"  4"  4*  4*  4"  4*  4*  4"  "I;*  4*  4*  4*  4*  4*  4?  4c  4«'  4«'  4!' 

"^        T\I  AIMH  -^  SAINT  LOUIS       'V 

t     type"         condensed  WINCHELL  SERIES         n^-;-    J 

,  FOUNDRY  REGISTERED-PATENT  PENDING  BUFFALO  ♦ 

4«"  4?  4!*  4<!'  4!*  4?  4?  4!*  4«*  4!'  4?  4!*  4?  ^f  4?  4«'  4«'  4i*  4?  4«!*  4?  4;'  4(!'  4«*  4?  4(^  4<'  4!*  4:*  4?  4;'  4?  4?  4?  4<'  4?  4i*  4!*  4!'  4? 


12-Polnt  Border  No.  1294  — Font  of  24  iDCbes,  $1.00 


12a  7A,  $3.50 


L.  C.  $1.75,  C.  $1.75 


CONDENSED  WINCHELL  IS  PEERLESS  IN  THE 
Construction  of  Magazine  and  Newspaper  Ad- Work 


4a  3A.  $9.80 


L.  O.  $3.75,  O.  $a.05 


PROSPerous 


9a  5A,  $4.00 


L.  C.  $2.00,  C.  $2.0O 


INLAND'S  TYPE  PRODUCTS 

The  Standard  of  the  Universe 


4a  3A.  $17. 40 


8-PoInt 
50a  24A.  $2.26     L.  C.  $1.25,  O.  $1.00 

THERE  SEEMS  TO  BE  A  DECIDED 
TENDENCY  AMONG  MAGAZINE   AD- 

vertisers  to  print  not  only  lon^  adver- 
tisements, but  lon^-winded  ones.  The 
amount  of  matter  (hat  can  be  printed 
on  a  pa^e  of  a  standard  magazine  in 
the  reading  column  is  about  800  or 
1000  words.  Some  of  the  display 
ads  printed  nowadays  contain  500 
words,  with  an  illustration,  catchlines, 
address,  etc.,  and  there  are  any  num* 
her  that  run  over  300  words.  Lon^ 
magazine  advertisements  are  justified 
on  the  theory,  now  accepted  as  an 
advertising  truth,  that  people  have 
leisure   when    they    read    m^^azines. 


L.  o.  $6.65,  o.  $10.75 


Good  AD  Type 


34a  ISA,  $2.75 


L.  C.  $1.40.  C.  $1.35 


38a  20A,  $2.50 


L.  C.  $1.30.  C.  $1.20 


OUR  TYPE  FOUNDRY  IS  THE  ONLY  ONE  IN         ACCURACY  OF  HEIGHT  CAN  ONLY  BE  OBTAINED 
existence  which  since  its  inception  has  always  with  perfect   casting  machines,  perfect  molds,  well- 


L.  O.  $4.90,  C.  $7.95 


4a  3A,  $12.85  72-Polnt  Ij.  U.  »4.HU,  u.  »  (. 

For  BEST  Work 


6-Polnt 
56a  30A,  $2.0O     L.  O.  $1.05.  C.  $0.95 

HERE'S  THE  TEST:  WHEN  SOMEONE  OFFERS 
YOl  nPE  CAST  ON  A  SO-CALLED  LINING 
system  other  thaD  STANDARD  LINE  fiod  out 
wherein  it  differs  and  compare  the  faces. 
Slaodard  Line  was  the  first  and  still  is  the 
best  system,  tinlike  its  imilalors.  it  has  never 
been  altered.  Wherever  the  imilalions  differ 
it  is  because  they  have  been  cbaniied  lo  fit  the 
faces  already  in  the  market.  These,  beinif 
cut  on  the  old  method,  are  loo  small.  If  you 
want  the  largest  face  which  can  properly  be 
put  on  the  body  — and  who  does  nol?  — you  must 
buy  Standard  Liae,  invented  and  made  by  the 
Inland  Type  Foundry.  We  do  not  object  lu  the 
foundries  which  first  belittled  the  Inland  imi- 
lalioii  its  sylems  without  due  credit.    Some  of 


6a  4A,  $4.25 


28a  14A,  $3. 00 


L.  O.  $1.60,  C.  $1.40 


PRACTICAL  DEMONSTRATIONS  OF  THE  ECONOMY  OF 

Inland  Type  Shown  by  the  Increasing  Army  of  Prosperous 


4a  3A,  $6.26 


L.  O.  $2.40,  C.  $3.85 


Neat  HEAD  Type 


L.  C.  $1.95,  C.  $2.30 


20a  lOA.  $3.25 


L.  C.  $1.70.  O.  $1.55 


n:  ^ii « -r,4  JC.  IMF  A  T    THE  USE  of  scientifically 

UlSnnCl  Ok  ll  Ei  a  l       made  type  is  sure  to  yield  $730 


27 


UUUUUUUUttUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU 

I       I       I       I       I       I       f       I       r       I       I       r       T       I       I       I       I       I       1       I       T       I       J       I       I       I       I       r       I       I       T       I       r       I       I       I       I       I       T       I 

1(11      INLAND      „T    A  ■fc.Ti^xx  A  r»  TA     c^r;^¥»  Txr  o    ®^"'*  ^°"'*   MM 

M!!      TYPE      BLANCHARD  SERIES  NewYorK  mm 

MM  FOUNDRY  0-—  ztj:  mm 

MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM 

I       1       1       I       !       1       T       I       I       I       r       I       I       I       I       I       I       I       I       1       I       I       r       r       I       I       I       t       I       I       I       I       I       I       I       I       I       t       I       I 

24Poiut  Border  No.  44-Fout  of  Q  iuchea,  50c. 


4a  3A,  $8.75 


L.  C.  $3.50.  C.  $5.25 


Remnant  SALE. 


18a  lOA,  $3.00 


L.  C.  $1.46.  C.  $1.65 


PERSONAL   MEMOIRS    OF   CAPTAIN    PAUL    JONES 
The  Unconquerable  Seaman  of  the  Revolutionary  War 


6-Point 
30al6A.$2.OO  L..C.$1.00,  C.$l  .OO 

THIS  SERIES  OF  TYPE 
HAS  GAINED  A  POPU  = 
larity  among  advertisers 
far  beyond  the  most  san  = 
guine  expectations  of  the 
manufacturer.  It  can  be 
found  in  practical  use  in 
the  advertising  columns 
of  every  magazine  and 
newspaper  of prominence 
in  the  country,  and  stands 
unsurpassed  as  a  letterof 
strong  and  legible  charac- 
teristics. Its  rugged  out= 
lines  maHe  it  peculiarly 
adaptable  to  ne^A^spaper 
and  other  n^orK  printed  on 
a    rough    grade    of    paper. 


9a  5A.  $3.50 


24-Point  L.  C.  $1.75.  C.  $1.75 


INLAND  TYPE 
Most  Popular 


5a  3A.  $5. GO 


36-Poliit  L.  C.  $2.25.  C.  $2.75 


ORIGinate 


8-Point 
28al5A,$2.25  L.C.$1 .15.  C.$I  .10 

THE,  INLAND  TYPE, 
FOUNDRY  ENJOYS 
a  most  novel  position 
in  the  advertising  field 
today.  We  have  been 
engaged  many  years  in 
constructing  an  assort= 
ment  of  type  calculat= 
ed  to  be  of  special  use 
to  advertisers,  and  our 
success  is  proven  by 
the  nunterous  imita= 
tions  of  our  type  that 
competitors   have  $3S 


4a  3A.  $18. OO 


L.  C.  $7.00.  C.  $11. OO 


Old  TIMES 


24al4A,$2.60  L.C.$1.25.C.$1.25 

THE  INLAND'S 
ASSORTMENT 
of  type  for  adver= 
tising  purposes 
is  far  in  advance 
of  that  produced 
by  any  other  type 
foundry  in  exist= 
ence  and  is  being 


6a  4A,  $4. SO 


L.  C.  $2.00.  C.  $2.30 


ROSE  &  Bro. 


12a  7A,  $3.20 


L.  O.  $1.80.  O.  $1.60 


Expert  Designers  of 
CATALOGS  $75 


20al4A,$2.80  L.C.$1 .36,  C.$1.45 

BLANCHARD 
TYPE  IS  THE, 
ideal  advertis= 
ing  letter  and 
is  appropriate 
<S  harmonious 
in  every  class 
of  vv^orK  which 


4a  3A.  $14.0O 


L.  O.  $6.75.  C.  $8.25 


RICH  Prints 


28 


4.- 


INLAND 

TYPE 

FOUNDRY 


CONDENSED  BLANCHARD 


ORIGINAL 


SAINT  LOUIS 
NEW  YORK 
CHICAGO 
BUFFALO 


30-Polnt  Border  No.  3091 —Font  of  18  Inches.  $1.50 


40a  2eA,  $2.25 


L.  C.  $1.10,  C.  $1.15 


32a  20A,  $2.50 


L.  C.  $1.25.  $1.25 


ONE  OF  THE  ADVANTAGES  OF  POINT  SET  TYPE  WHICH  MUST 
NOT  BE  OVERLOOKED  IS  ITS  GREATER  ADAPTABILITY  FOR 
time  tables  and  other  tabular  work,  on  the  one  hand  harmoniz- 
ing with  point-body  brass  rules  and  leads,  and  on  the  other  per- 
mitting tight  justitication  in 
narrow  columns,  which  was 
heretofore  an  impossibility. 
This  not  only  saves  time  in  the 
composing  room,  but  also  in 
the  pressroom,  as  it  renders 
spaces  and  quads  less  liable  to 
work  up.  As  as  consequence 
there  are  fewer  stops  to  push 


5a  4A.  $7.25 


48-Point 


18-Point 
16alOA.$S.20  L.C.$1 .65,  C.$l  .55 

PRODUCT 

of  the  Inland 

Famous  for 

Advertising 

36-Point 
7a5A.  $5.00    L.  C.  $2.40,  C.  $2.60 


CHOICE 
Character 


THE  KEEN  COMPETITION  WHICH  OBTAINS  IN 
EVERY  BRANCH  OF  THE  PRINTING  INDUSTRY 
has  produced  the  unfortunate  result  that  the 
printer,  in  purchasing  material,  too  olten  looks 

only  at  the  first  cost 
when  placing  orders. 
Unfortunate,  because 
there  is  as  great  differ= 
ence  in  the  various 
qualities  of  type  as  in 
the  various  grades  of 
paper,  ink,  or  printing 
itself,  and  the  cheapest 


L.  C.  $3.30.  C.  $3.95 


4a  3A.  $13. OO 


72-Point  L.  C.  $5.25.  C.  $7.75 


FINE 


NEAT  Effects 

Catalog 

^^w^^wlAX^^^  4a3A$9.aO  60-Polnt  L.  C.  $3.90,  C.  $5.7 

Letter      MODE 


24-Polnt 
12a7A,$3.50     L.C.$1.75.C.$1.75 

SUPERB 

Typograph 

Products 

30-Polnt 
9a6A.$4.30    L.  C.  $2. 15,  C.  $2. 15 

BEARS 

the  Close 

Scrutiny 

$348 


12-Point 
30al8A.$2.80  L.C.$1.40.  C.$l  .40 

ON  ACCOUNT  OF 
OUR  METHODS  OF 
making  and  fitting 
matrices,  and  supe= 
rior  casting  machines,  we 
are  able  to  guarantee  the 
perfectness  of  our  type  in 
respect  to  its  height,  which 
the  pressman   appreciates 


Bizarre 


6-Point 
54a  26A,  $2.00  L.  O.  $1  .OO.  C.  $1  .OO 

WHILE  IN  THE  LAST  DECADE  GREAT  IMPROVE- 
MENTS  HAVE  BEEN  MADE  IN  THE  DURABILITY 
and  accuracy  ol  type,  many  ol  the  loundries  limit 
their  competition  to  price  alone,  the  result  being 
an  inlerior  article  which  is  dear  at  any  price.  A 
few  dollars  saved  by  purchasing  type  which  is  not 
ol  the  very  best  often  involves  a  loss  ol  many  hun- 
dred times  the  amount.  Numerous  printers  will 
testify  that  in  accuracy  Inland  type  is  superior. 


14-Polnt 
26al6A,$3.00  L.C.$1.50,  C.$1.50 

WESELLEVERY= 
THING  THAT  IS 
required  in  the 
printshop,  includ= 
ing  cases,  stands,  cabi= 
nets  and  other  wood 
goods,  furniture,  leads, 
slugs,  inks,  quoins  and 
all  sorts  of  supplies  for 


29 


Vk^^        v^r^        v\y'^        xXiT^        Vk^^        X'Xiy        ^■v/y        -w^^        •vv/y        %3uv        VW^        VU^        ^'Vy        v^^        Vk^y        •w^^        x3l^^        xxzy        v^^:^        w#^ 


(Ij^       INLAND 
^  TYPE 

^    FOUNDRY 


BLAJVCHARD  ITALIC 


ORIGINAL 


Saint  Louis 

NeU)  York 

Chicago 

Buffalo 


#################### 


24-PolDt  Border  No.  2495-Font  of  24  inches.  $1.60 


lO-Point 
26al4A,$2  60  L,C.$1 .26.  C.$l  .25 

^LL  OVR.  TYPE 
IS  CAST  ON  THE 
nets)  and  improved 
Standard  Line  sps= 
tern,  including  ItaU 
ic,  Roman,  Gothic 
and  Various  other 
job  faces,  hence 
all  faces  on  each 
body  line  With  one 
another,  ^he  su^ 
perior  advantages 
of  this  system  are 
so  many  that  it 
Would  be  difficult 
to  mention  all  of 
them,  but  among 
others  are:  &hat  it 
is  now  practicable 
to   line    any   Italic 


4a  3A.  $16.75 


5a  3A.  $5.00 


aaPoint  L.  C.  $2.20.  C.  *2.80 


VERsatile 


4a  3A.  $8.75 


48-PolDt  L.  O.  $3.40.  C.  $5.35 


VROofs 


ea4A.  $4.30 


30  Point  L.  C.  $2.00,  C.  $2.30 


^R  TISTIC 
^ypeCreation 


8-Point 
28al6A.$2.25   L.C.$1 .  10.  C.$l .  15 

^LL  OU-R.  TYPE  IS 
CAST    ON    THE   NEW 

and  improved  Standard 
Line  System,  including 
Romans,  Italics,  Gothics 
and  Various  other  job- 
bing faces,  therefore  all 
faces  on  each  body  line 
With  one  another.  The 
superior  advantages  of 
this  system  are  so  many 
that  it  Would  be  difficult 
to  mention  all  of  them, 
but  among  others  are: 
That  it  is  now  practic- 
able to  line  any  Italic  or 
Full-face  With  Roman: 
to  use  heavy  job  letter, 
figures  or  any  character 
With  a  different  face  on 


L.  C.  $6.30.  C.  $10.46 


PUJW  Soaps 


as,  5A,  $3.50 


L.  C.  $1.75.  O.  $1.75 


12a  8A.  $3.20 


L.  C.  $1.50,  C.  $1.70 


INDIVIDUAL 
Neat  typography 


jiLDEN  &  EILEK 

Designers  and  JMakers 
of  Art  Booitlets  $23 


4a  3A.  $13.25 


L.  C.  $6.10.  C.  $8.15 


^he  BEST 


24a  14A.  $2  80 


12Polnt 

L    C    $1.35.  C.  $1.45 


32a  16A.  $2.00 


6-Point 

L.  C.  $1.00.  O.  $l.O0 


^LL  OUR  TYPE  IS 

CAST  ON  the  NEW 

and  improved  Stand- 

ard  Line  System,  in= 

eluding  Romans,  Italics,  Gothics  & 

Various  other  jobbing  faces,  hence 

30 


ALL  OUR  TYPE  IS  CAST  ON  THE 
NEW  STANDARV  LINE  SYSTEM, 
including  Romans,  Italics,  Gothics  and 
Various  other  jobbing  faces,  therefore 
alt  faces  on   each  body   line  perfectly 


IHa  IDA,  $3.00 


14.Point 

L.  C.  $1.45.  C.  $1.55 


ALL  OUK  TYPE 
IS  CAST  ON  the 
nets)  and  improved 
Standard  Lining 
System,  including  Romans, 
Italics,  Gothics  and  Various 


J^       TNT   AND  Saint  Louis     «^ 

4.    tVpe  dorsey  series         "ZIT  4. 

k       FOUNDRY  PATENT  PENDING  Buffalo  i 

18- Point  Border  No.  1891 -Font  of  24  Inches.  $1.25 
9a  4A.  $4.25  30-Polnt  L.  C    $2.30,  C.  $1.95  ea  3A,  $5.00  36-Polnt  L-  C.  $2.45.  C.  $2.55 

ADVERTISER   PREMIUMS 

Desires  Legible  for  Standard 

4a3A.  $12.20  60Polnt  L.  C.  »4.70.  C.  $7.50 

PRINT  Cards 

15a  8A   $3  25  18-Point  L.  C.  $1.70,  C.  $1.55  2aa  lOA,  $3.00  14-Polnt  L.  C.  $1.65.  C.  $1.35 

CLEAN  TYPE  FACES     STANDARD  line  type  is 

-^         ,    ^1  A  J  TTT      1         a  Time  and  Labor  Saver  and 

Beget   Clean   Ad- Work      the  Most  Popular  Ever  $135 

4a  3A.  $7.50  48.Pomt  L..  C.  $2.00,  C.  $4.60 

NOTE  DESIGNS 
Sho^vn  by  Inland 

3aa20A.  $2.00  6-Point  L.  C.  $1.05,  C,  $0.95  36a  ISA,  $2.25  BPolnt  L.  C.  $1.15.  C.  $1.10 

AN  APPROPRIATE  LETTER  FOR  ART  CATALOGUES  AND  THE  DORSEY  SERIES  IS  NOT  ONLY  VALUABLE 

Booklets  Which  Readily  Commends  Itself  to  the  Connoisseur  Display  Type  But  Has  Equal  Merits  as  Body  Letter 

Manufactured  Only  by  the  Inland  Type  Foundry  Saint  Louis  It  is  Used  by  John  Wanamaker,  Philadelphia  $9.47 

4a  3A.  $15.60  72.Pomt  L-  C  $5.95.  C.  $9.65 

ENGRavers 

26a  14A    $2.75  12-Point  L.  C.  $1.40.  C.  $1.35  30a  15A,  $2.50  lO-Point  L.  C.  $1 .30,  $1 .20 

A  STRONG  AND  SIMPLE  LETTER        INLAND  TYPE  IS  SUPERIOR  TO  ALL 
Creates  a  Strong  and  Dignified  Ad        Others   for  Advertising  Distinctiveness 


lOa  5A,  $3.50  24-Polnt 


L.  C.  $1.85.  C.  $1.65 


THE  PRODUCTS  OF  THE  INLAND 
Type  Foundry  Superior  to  All  Others 


########################## 


HEARST  SERIES 


PATENT  PENDING 


Saint  Louis 
New  York 

Chicago 

Buffalo  /jlj^ 


# 
# 


^     INLAND 
(H)        TYPE 
A  FOUNDRY 


18-Point  Border  No.  1895  — Font  of  24  inches,  $1.25 


4a  3A.  $8.50 


L.  C.  $3.50.  C.  $5.00 


FINEST  Effects 


25a  15A.  $2.60 


L.  C.  $1.25.  C.  $1.25 


22a  15A.  $2. BO 


L.  C.  $1.40,  C.  $1.40 


6a  4A.  $4.30 


INDISPENSABLE  IN  ART  BOOKLETS 

Especially  Available  for  Catalog  Work 

A   letter  at  once 

both    legible    and 

attractive    to    the 

reader  ty  of  great 

advertising  value 

to  the  advertiser 

o^A'ing  to  its  force 


L.  C.  $2.10.  C.  $2.20 


NEW  DESIGN 
in  Advertising 


STRONG  AND  GRACEFUL  TYPE 

Pleasing  to  Discriminating  Patrons 

Cast  on  Inland's 
Standard  Lining 
System,  making 
it  a  time  saver 
for  the  printer 
and  also  giving  a 
superbly    clear 

L.  c.  $7.oo,  c.  $io.oo 


4a  3A,  $17.00  72Point  L.  C.  $7.00,  C.  $10.00 

REISf^Com 


9a  5A.  $3.60 


34a  20A.  $2.00 
L.  C.  $1.00,  C.  $1.00 

SOME    ADVANTAGES 

OF    POINT-SET     TYPE 
One  of  the    advantages   of 
point-set   type  -which  must 
not    be    overlooked     is    its 
great  adaptability  for  time- 
tables    and     other    tabular 
work,    on     the     one     hand 
harmonizing     >^'ith      point- 
body  brass  rules  and  leads,  and  on  the  other  permitting  tight 
and  perfect  justification  in  narro^v  columns,  ^'hich  was  for- 
merly an   impossibility.     This  not  only  saves   time    in    the 

4a  3A,  $13.30  6' 


L    C    $1.75.  C,  $1.75 


STRONG  TYPES 

Attract  Business 


cut  features.  They  are 
design,  as  well  as  strong 
a  value  to  the  advertiser 


8-Point 

30a  ISA.  $2.25 

L.  C.  $1.15.  C.  $1.10 

INLAND    TYPE    THE 
WORLD    STANDARD 
The  type  products  of 
the     Inland    are    uni- 
versally   admitted    to 
be  the  standard  of  the 
■world  and   inimitable 
for  their  scientifically 
accurate    and    cleanly 
unique    and    original    in 
and  legible,  and  possess 
unapproached  by  others 

L.  C.  $5.50.  C.  $7.80 


CHOICE  Face 


14a  OA.  $3.20 


L,  C.  $1.70  C$1, SO        18a  12A.  $3.00 


L.  C.  $1.50.  C.  $1.50 


TO  PLEASE  THE  EYE     THE  HEARST  series  has 

is  One  of  the  Aims  of      Gained  an  Enviable   Record 


a  good  Ad 
and  easily 
gained  by 


5a  3A.  $5.00 


L.  C.  $2.25.  C.  $2.75 


among  lead- 
ing advertis- 
ers.iyiarshall 


EFFECTIVE 

Uearit   $2       and  AF tlStlC       always  use  it 


the  use  of  ^       ^  ^  •      ^  •  Field  ty*  Co. 


82 


<M^k40#a<^^MHMk##«4#M<ka#<^^MMM^MM^k#<^^M^ 


HEARST  ITALIC  SERIES 


¥^ 


64     INLAND 
M         TYPE 
AA    FOUNDRY 


PATENT  PENDING 


Saint  Louis 

New  York  iVA 

Chicago  MM 

Buffalo  AA 


18-Polut  Border  No.  42  — Font  of  a  IncbeB,  40c. 


7b  4A.  $5.00 


L.  C.  $2.40.  O.  $2.60 


BUSINESS  BUILDING 


lO-Polnt 
S2aieA,$2.60  L.C.$1.26.0.$1.26 

THE  INLAND  TYPE 
FOUNDRY  was   the 
originator    of  Stand- 
ard Line  Unit  Set  Type,  now  acknow(edged 
the  greatest  innovation  by  the  printer,   the 
advertising  expert  &  the  advertiser  as  wetl 


Hearst  Italic 


12-Polnt 
30al5A,$2.80  L.C.$1.45.  0.$1.36 


oR  VERSATILE  & 
FORCEFUL  TYPE 

face,  eminently  fit- 
ted for  use  in  magazine  and  other  high 
grade  advertising,  as  well  as  for  art 
catalogues,  brochures,  booklets,  circulars 


4a  3A,  $ie.OO 


L.  o.  $e.eo,  o.  $g.60 


<JIRTS  Best 


8-Polnt 
38a20A,$2.26  L.C.$1.10.  C.$1.15 

THE  VALUE  OF  AN  AD- 
VERTISEMENT LIES  IN 
an  ingenious  combination  of 
impressive  typography  and 
impressive  copy.  No  one 
will  see  such  an  advertise- 
ment without  reading  it  and 
no  one  who  reads  it  and  is 
interested  in  the  use  of  the 
goods  exploited  will  fail  to 
be  impressed  by  the  argu- 
ment presented.  The  most 
attractive  typographic  work 
is  attained  by  using  Inland 

4a  3A.  $11.26 


10a  4A,  $4. SO 


SO-Polnt  L.  C.  $2.40.  C.  $1.90 


MODERNIZE 

Your  Ad- Work 


12a  bA,  $3.60 


24Poliit  L.  C.  $1.90.  C.  $1.60 


SHEKELS  MADE 
With  Inland  Types 


6-Polnt 
42a22A.$2.00  L.0.$1.00.  0.$1.00 

THE  CHIEF  AIM  OF  A  TRADE 
JOURNAL  ADVERTISEMENT 

is  to  be  impressive.  Yet,  as  a 
rutci  even  (he  best  of  such  adver- 
tisements  are  somewhat  lacking  in 
impressiveness.  The  design  may 
be  exceedingly  attractive,  while 
the  copy  fails  utterly  to  back  up 
(he  design.  Or  the  copy  may  be 
strong,  but  presented  in  such  a 
manner  as  to  lose  its  force.  It 
must  be  remembered  that  attract- 
iveness is  of  little  value  without 
substance  ;  nor  are  real  facts  im- 
pressive unless  they  are  attract- 
ively presented.  Belter  results 
are  obtainable  with  Inland  Type 


L.  C.  $4.30,  C.  $7.06 


SHO  W  eards 


24a  12A.  $3.00 


14-Poliit  L.  O.  $1.56.  O.  $1.46  ISaSA.  $3.20 


IB-Polnt  L.  O.  $1.70.  C.  $1.60 


COMPETITORS  KNOW  THE  MARKED  SEMBLANGE 

Merits  of  Inland  Type  and  try  to  ^     Prnr/urf^  nf  FndrntJPr^ 

duplicate  them  but  such  attempts  ^^  rroaucis  Of  nngravers 

always  result  in  ludicrous  failure  PoSSWle  With   ThJS    ^7bU 


4a  3A,  $7.25 


L.  O.  $2.75.  O.  $4.50 


SUPERB  Letters 


33 


VV        INI  AND  Saint  Louis       ^^ 

UM      TYPE  MACFARLAND  SERIES  ^,-^-     y|f 

MU      FOUNDRY  CutbvPer«,ss,onofGenzsch&Hevsb  g^jf^,^  jjjj 

18-Point  Border  No.  44  — Font  of  6  inches.  40c. 
6a  4A,  $6.00  36-Polnt  L.  C.  $2.26.  C.  $2.75  10a  6A.  $3.50  24-Poliit  L.  C.  $1.76.  C.  $1.75 

EDITIONS       ^  KNOWLEDGE 
j-j .   i_  .     rx      •  Essential  to  buccessrul 

KlCn  in  Design       Business  Ventures 

e*Point  8-Polnt 

48b22A.$2.00  L.C.$1.05.C.$0.95  6a  4A.  $7.25  4a-Polnt  L.  C.  $2.90,  O.  $4.35  44a20A. $2.25  L.C.$1 .15.  C$1.10 


IF  YOU  WILL  NOTE  OUR  TYPE  T1V      TW  't  THE    MOST    IMPORTANT 

carefully  you  will  see  that  no  letters  I      I^L     I      I  ^-^    ^  ^^    /->|  feature  of  Inland  Type  is  its 

are  too  large  or  too  small,  loo  light  ■      I    ^k  I      I  » J    W    V  f      1  accuracy.     Accuracy  of  face 

or  too  heavy.    They  are  iusi  as  they  ■      I       ^      I        J  ^M    M     M  \^  M  gives  Style  and  beauty  to  the 

should  be,  uniform  and  accurate.  M.  M.        ^    JL.^  %,^  M.  M^  ^^^  work  and  invariably  pleases 


4a  3A,  $16.30  84-Point  L.  O.  $6.40.  C    $9.00 

HANDsome 

14-Polnt  ISPolut 

24al2A,$3.0O  L.C.$1.50.  C.$1.50  5a  3A.  $9.00  64-Polnt  L.  C.  $3.76.  O.  $5.26  20alOA.$3  20  L  C  $1.60.C.$1  70 


NOTORIOUS        T      T^/^^  •tt  HARMONY 

Among  Particular        I        F^  I       wl  f^  I  f^       Produced  With 

Advertisers  JL/ i^  V.^  1  l^  1 V^  MacFarland 


4a  3A.  $13.00  72-Polnt  L.  C.  $4  90.  C.  $8.10 

Plain  TYPE 

14a  7A.  $3.30  20-Polnt  L.  O.  $1.65.  C.  $1.65  9tt  4A.  $4.30  SO-Point  L.  O.  $2  25.  O.  $2.05 

,  USEFUL  .DESIGNS  FINANCED 

Invariably  Originated  by  the      ivyr      t  r^   -    j.  ct^r' 

Inland  Type  Foundry  Modem    Print  $5 

lOPolnt  12Pnlnt 

86al6A.$2.50  L.O.$1.40,O.$l.lO  Oa  3A.  $6.00  42  Point  L.  C    $2  85.  O.  $3.15  32a  I5A.  $2.80  L.C.$1 .45. 0.$1.35 


STANDARD  LINE  T     TIVTTT^      O  ^  .i-  A   NOTABLE 

Unit  Set  Type  is  Slogan  I       j       X^    I      I  ^\f^l"  Production  Admired 

of  the  Inland  VJ  1     iX    X         C-/wL  Wherever  Used 


4s  3A,  $9.75  eO-PolDt  L    O.  $3.ao.  C    $6.15 

GRACE  Galore 


34 


N    ^   »«i 


■^^ 


■^^ 


11^^ 


ii^^*» 


I      ON    UNIVERSAL    LINE 
NICKEL-ALLOY  METAL 

THIRTEEN  SIZES,  POINT  SET 


Po\vell  Series 


,    KEYSTONE  TYPE  FOUNDRY,  PHILADELPHIA  and  NE\^  YORK 


22  A  44  a  6-Point  $2.00 

THE  MAJORITY  OF  PRINTERS  HAVE  CONCEDED 
MANY  MERITS  IN  THE  KEYSTONE'S  PRODUCTS 

Few  lack  accurate  information  on  the  subject.  If  these  ic-w 
could  step  into  the  Foundry  and  see  the  vast  quantities  of 
type  and  material  that  printers  are  ordering,  they  Avould  soon 
come  to  the  conclusion  that  Universal  Line,  Nickel-Alloy. 
Point  Set  Type  is  the  best  type  made — and  it  is.  One  of  the 
principal  qualifications  of  good  type  is  durability  or  staying; 
power  of  the  metal  from  which  the  type  is  cast  12345b7890 


20  A   40  a  S-Point  $2.25 

WITHOUT  WEARING  QUALITIES,  FACES 
■WILL  ROUND  AND  BECOME  VERY  BOLD 

Nickel-Alloy  has  proven  its  value  to  all  printers 
who  have  used  it,  and  they  state  that  it  is  the  best 
type  metal  they  have  ever  used;  and  substantiate 
the  fact  by  their  many  orders  for  Keystone  Type 
cast  on  Universal  Line,  a  time-saver  all  the  time 


16  A  30  a 


lO-Pomt 


THERE  ARE  NO  AIR-HOLES  IN 
NICKEL-ALLOY  METAL  TYPE 

No  effort  or  expense  ■was  spared  to 
make  our  type  metal  the  best  possible 
to  attain,  and  it  requires  no  learned 
sage  to  tell  us  that  we  have  succeeded 


ISA  28a  12-Foint  $2.75 

DON'T  \^AIT  UNTIL  YOU 
LOSE  THE  BEST  PATRONS 

Order  Powell  Series  and.  you  can 
keep  them  with  you  always,  and 
it  attracts  new  ones  as  well  $  1 23 

12  A   24  a  14-Point  $3.00 

A  TYPE  THAT  CATCHES 
THE  EYE  IS  VALUABLE 

Advertisers  desire  type  that 
can  be  easily  read,  this  Series 
is  adapted  for  Display  W^ork 


9  A   18a 


18-Point 


$3.25 


OLD  LINE  SYSTEM 
CAN  NEVER  LAST 

Make  your  Job  Office 
pay,  use  Universal  Line 


24-Point 


$3.50 


USEFUL  JOB  SERIES 
Attractive  Results  1 23 


30-Point 


$4.25 


NEAT  DESIGNS 

Produced  in  Color 


$5.00 


FINE  PRINTS 

Series  of  Po^vell 


42-Point 


6.25 


BOY  FIRED 

Hit  the  Mark 


48-Poin* 


$7.50 


RED  Chiefs 


60-Point 


$10.00 


Sick  PIG 


72-Point 


$14.00 


Flashed 


35 


r<y 


-van 

THE  CHARTER  OAK  SERIES  OF  TYPE<^ 

^=^^^^=^    Made  in  the  Following  Ten  Useful  Sizes,  of  Nickel-Alloy,  on  Universal  Line  and  Point  Set    ^^^^^^^^         ^B 

LBV  THE  KEYSTOIVE   TYPE   FOUNDRY,   PHILADELPHIA    AND  NEW   YORK       ■ 
■ii———^Mi—.^——i————^Mi^Wi———ii— ——————     iiiafl 


? 


••< 


6-Point 

VCRV  FEW  STVLCS  OF  TYPE  ARC  SO  WELL  ADAPTED 
TO  GENERAL  DISPLAY  WORK  AS  THIS  BOLD  SERIES 

These  Italic  Letters  will  attract  attention  in  Job  Work 
as  well  as  in  Advertisentents,  and  ivith  proper  care  will 
last  you  many  years  as  they  are  cast  Irom  our  Celebrated 
Nickel- Alloy  Type  Metal;  a  hard,  tough  metal  invented 
and  made  only  by  the  Keystone  Type  Foundry  $123456 


10-Point 

UNIVERSAL  LINE  AND  POIf 
TYPE  SAVES  MUCH  USEFUk 

The  time  wasted  cutting  cat 
and  paper  would  amount  to 
valuable  hours  in  a  very  sht 
Thin  Space  Cases  filled  wit 


14-Point 


TYPE  n/IADE  ON  THIi 

Makes  the  JustiflcatU 
and  many  styles  may 
used  in  the  same  line 
SI  234  567  89 t 


24-Point 


8-Point 
IN  lUaniY  JOBS  BORDERS  UNO  ORNaiHENTS 
ARE  NECESSaRV  TO  IMPROVE  aPPEaRatSICE 
Many  styles  of  Type  and  Border  do  not  look 
well  together,  due  care  should  be  exercised 
in  the  selection  of  material  for  the  different 
Grades   of  Printing   you  desire  to   undertake 


THE  PRICES 

6-Point,  15  A  25  a,  $2.00 

8-Point.  12  A  20  a,  2.25 

10-Point,  10  A  18  a.  2.50 

12-Point.      9  A  16  a,  2.80 

14-Point,     7  A  12  a,  3.00 

18-Point.     6  A     9  a,  3.20 

24-Point,     5  A    7  a.  4.00 

30-Point,     4  A     6  a,  5.30 

36-Point,     3  A     5  a.  6.40 

48-Point.     3  A     5  a,  10.00 

Complete  Series, 
S4t.45 

The  Charter  Oak  figures 
are  two-thirds  set,  a  feature 
that  will  be  found  advanta- 
geous to  printers  in  general. 


t 


12-Point 

VARDIISIAL  SERIES  LSED 
THE  SIZES  AND  PRICES 

9nly  one  of  our  Numetous 
VIodern  or  Old  Styles  and 
iS  of  Body  Type   SI  2345 


18-Point 


L'ALLOY  MET/XL 

ail  Type,  Border 
nts  of  our  make 

$1234567890 


24-Point 


FIIMEST  GRADES  OF  PRINTING 
Produced  from  these  Bold  Series 

30-Point 

OISPL/X  V  JOB  FA  VORITES 
Best  new/  Series  Advertised 


36- Point 


17/II.IC  BOLD  SERIES 
Cover  Printed  in  Blue 


48-Point 


Best  of  PRIIMTSs 


-<v9J 


UNIVERSAL   LINE 
OF  NICKEL-ALLOY 

Twelve   Sizes,  Point   Set 


j  Ben.  Franklin  Series ^ 

I     THE  KEYSTONE  TYPE  FOUNDRY,  PHILADELPHIA  and  NEW  YORK     | 

I  e-POir*T  PRrMlTlvE   BOROZR,   PER  FONT  OF  8  FEET,  »1.60  ^^^B 


22  A    44  a  6-Point  $2.00 

LIKE  BEN.  FRANKLIN.  THIS  POPULAR  SERIES  IS 
WELL  KNOWN  AND  LIKED  BY  ALL  WHO  SEE  IT 
Can  be  used  with  desirable  results  on  almost  every  Grade 
of  Printing'  and  is  very  attractive  for  display  work  as  it  has  a 
bold,  clear  face  without  appearing'  clumsy,  and  when  used 
in  colors  with  the  Ben.  Franklin  Open  very  neat  effects  are 
produced  that  will  please  the  most  skeptical  eye,  and  is  also 
very  satisfactory  to  the  Particular  Customer  who  takes  a 
Pride  in  his  Office  Stationery  and  other  Work     S1234S67890 


20  A    40  a  8-Point  $2.25 

WHEN  HIS  FATHER  SAW  HIS  READINESS 
IN  LEARNING.  HE  SENT  HIM  TO  SCHOOL 
He  intended  to  educate  him  for  the  Ministery.  and 
■was  accordingly  placed,  at  the  age  of  eight  years,  at 
a  Grammeir  School,  where,  in  less  than  a  year,  he 
waj  advanced,  and  would  have  been  still  further 
promoted  the  coming  term  had  he  gone  to  school 


16  A    34  a  10-Point  $2.50 

FRANKLIN  HELPED  HIS  FATHER 
IN  HIS  BUSINESS  MAKING  SOAPS 

And  Teillow  Candles,  he  was  employed 
cutting  wicks,  filling  candle  moulds  aiid 
running  errands,  but  he  did  not  like 
this  new  job  and  wanted  to  go  to  Sea 


15  A    28  a 


12-Point 


$2.75 


BEN.  WAS  APPRENTICED  TO 
HIS  ELDER  BROTHER  JAMES 

Who  was  a  printer  and  published 
New  England  Courant,  the  fourth 
Newspaper  in  America  123456789 


12  A    24  a 


14-Point 


$3.00 


THE  BROTHERS  FAILED 
TO   GET  ALONG  WELL 

After  some  time,  when  Ben. 
"wakS  Seventeen  Years  of  age 
he  ran  away  to  Philadelphia 


18-Point 


$3.25 


FRANCE  PAID  HIM 
GREATEST  HONOR 

Carried  by  the  Queen's 
own  Litter  to  the  Sea 


$3.50 


CLEAR  AND  NEAT 
For  Effective  Display 
Net  Profit  »1 23,456,789 


5A    8a 


30-Point 


$4.25 


SLY  OLD  MONK 
Is  Taken  Captive 


4A    6a 


36-Point 


$5.00 


RISING  TIDE 

0*er  the  Be&ch 


3A   4a 


48-Point 


$7.50 


TRIBE  IN 
Dress  Suit 


3A    4a 


60- Point 


$11.50 


NO  Pink 


72-Point 


$14.90 


Rushed 


37 


u 


•#• 


•$• 


;^yu^:ytyo'f:^c^j't^'o'c^w'u'u't:^g7'u't^tyo'^^tfe>o'ty^'u'u'u'c 


The 

Cardinal 

Series 

* 


24  A 


6-P(JlNT 


?2.00 


HE  CELEBRATED  Nickel- 
Allov  Type  Metal  will  be  found 
to  outwear  that  of  any  other 
type  made.  In  our  own.  as 
well  as  in  foreign  countries, 
wherever  Keystone  Type  has 
been  put  to  the  test,  it  has 
always  been  found  to  retain  the  sharp  outline 
of  the  character  much  longer  than  type  cast  from 
any  other  metal.  It  must  therefore  be  apparent 
that  Keystone  Type  possesses  a  two-fold  virtue 
—strength  and  durability.  Do  you  use  up-to- 
date.  Point  Set  type  madeon  Universal  Line  of 
Nickel-Alloy  metal?  The  many  advantages  to 
be  derived  by  using  this  new  combination  will 
unquestionably  prove  to  all  the  type-users  that 
everything  said  concerning  Universal  Line  and 
Point  Set  is  positively  the  same  as  represented 
and  now  that  it  is  becoming  more  popular  every 
day,  further  introduction  is  almost  unnecessary. 
One  can  readily  see  the  old  system  of  cutting 
cardboard  and  paper  for  justification  is  a  thing 
of  the  past,  and  Point  Body,  Point  Line  and 
Point  Set  has  become  the  standard  of  the  day 


^ 


Made  of  Nickel-Alloy  Type  Metal 
on  Universal  Line  and  Point  Set 

By  the 

Keystone  Type  Foundry 

Philadelphia  and  New  York 


a-POINT   RUNNING   eOflDER   NO.    Bt6,  CER   FONT   OF    B   FEET,   |l.eO 


mill 


¥¥V¥¥V¥i/:¥¥¥¥¥¥¥¥V¥¥V¥¥¥¥¥¥¥iPAnA' 


■SI  A   41ii  S-P(iiNT  ^2.i> 

IT  IS  A  RARE  OCCURRENCE  TO  FIND  ANY 
TYPE  FACE  THAT  IS  EQUALLY  OF  VALUE 
For  both  Job  and  Book  Composition — That  suits  either 
the  Brochure  and  Catalogue  or  the  highest  class  of  the 
Office  Stationery,  and  is  especially  adapted  for  neat  work 


SUCH  SERIES  IS  OF  GREAT  VALUE 
And  it  doesn't  take  a  practical  printer  very 
long  to  see  the  Cardinal  Series  in  this  light 
as  it  is  suitable  for  all  classes  of  Printing 


THERE  ARE  OTHER  THINGS 
That  make  this  Series  popular;  it's 
made  of  Nickel-Alloy  Metal  and 
cast  on  the  Universal  Line  System 

HA  2Ca  H-I'i.iNT  t:;,i«i 

THE  PRINTERS' FAVORITE 
Type  for  Neat  and  Attractive 
Work  that  pleases  1234567890 

Id  A   21)  a  IS-PcilNT  ?;!,i') 

MANY  TYPE  SERIES 
Found  in  Modern  Shops 

tiA    12  H  24-PciIS'T  .*;i.r)ll 

The  County  FAIR 

HORSE  to  Ride 

5  A   8a  36-P(iINT  ?V0« 

Tracks  FINE 


$('..2S 


DAN  Patch 

■1  A    7  A  48-l*01NT  -fT-'iH 

Meat  PIE 


^liillPIIIIII^IIIIII^IIIIIIP 


38 


m 


lO-Point 


HAVE  YOUR  CASES  FILLED  WITH 
Type  cast  from  the  Celebrated  NickeU 
Alloy  Metal,  the  best  type  made  25,687 


15A  30a 


12-Point 


$2.75 


USE  LAUREATE  TYPE  SERIES 
On  Universal  Line  and  Point  Set 

12  A  24  a  14-Point  $3.00 

NICKEL-ALLOY  METAL 
Type  will  stand  hard  usage 


9  A  18a 


IS-Point 


$3.25 


THEATRE  REPORT 

Shows  its  Profits  $753 


5A  10a 


24-Point 


$3.50 


Landing  BOAT 


5A  9a 


30-Point 


$4.25 


TRICK  Maker 


36-Point 


$5.00 


New  IDEA 


3A  5a 


48-Point 


$7.50 


HIS  Belt 


3A  4a 


60-Point 


$11.20 


United 


72-Point 


$14.70 


Metal 


XNr-jG    BOnOE  f 


m 
m 

m 
m 

m 


m 
m 


^_ 


m 


•$• 


•^p. 


'^/i? 


mssmBSt5^&SM^ss^smss!SMS!SSi!sms!Sitms^:^ss 


6-Point 


t2.00 


It  is  not  growing  like  a  tree 

In  bull<.  doth  make  man  better  be. 

Or  standing  long  an  oak,  three  hundred  year 

To  fall  a  log  at  last,  dry,  bald  and  sear, 

A  lily  of  a  day 

Is  fairer  far  in  May, 
Although  it  fall  and  die  that  night 
It  was  the  plant  and  flower  of  Hght  I 

"Ben  Jonson ' 


^ 


The 

Laureate 

Series 


Made  of  Nickel  =  Alloy  Type  Metal 
on   Universal   Line  and   Point   Set 


By  the 


Keystone  Type  Foundry 

Philadelphia  and  New  York 


2  A  40  a  8-Point  $2,25 

A  sweet  attractive  kind  of  grace, 
A  full  assurance  given  by  looks, 

Continual  comfort  in  a  face. 

The  lineaments  of  Gospel  books — 

I  trow  that  countenance  cannot  lye 

Whose  thoughts  are  legible  in  the  eye. 

"Spenser" 

e-POiNT   RuNr«lNG  eOflOEd  NO.  39;     PEft  FO»«T  OP    %  FEET,  tt.50 


sBnsMasMasMaKMajBgstBsaaeMasi^^ 


39 


si^^eii 


John  Hancock  Series  of  Type 

MADE  IN  THIRTEEN  SIZES  ON  UNIVERSAL  LINE.  POINT  SET.  OF  CELEBRATED  NICKEL-ALLOY  METAL 


20  A  38  a  6-Point  $2.00 

PERSISTANT  ADVERTISING  IS  SURE  TO 
ATTAIN  MOST  PROFITABLE  RESULTS 
When  bold  face  type  used  Judiciously 
In  an  attractively  displayed  advertise- 
ment It  Is  bound  to  catch  the  eye  ol  an 
ordinary  reader  and  create  praise  and 
comment  from  the  observer  $123,456,789 


18  A  32  a  8-Point  $2.25 

THIS  HANDSOME  SERIES,  MADE 
IN  THIRTEEN  DIFFERENT  SIZES 
Of  Nickel-Alloy  Type  Metal  on 
Universal  Line,  a  combination 
tbat  guarantees  usefulness  as 
well  as  longevity  of   the   faces 

15  A  30  a  10-Point  $2.50 

DISCARD  YOUR  OLD  AND 
OBSOLETE  TYPE  FACES 
Re-stock  your  plant  with 
new  and  up-to-date  taces 
tliat  are  dividend  payers 

14  A  28  a  12-Point  $2.75 

HARMONY  OF  DESIGN 
Is  essential  in  job-ivork 
as  well  as  ads.  along 
with  the  paper  12345678 


12  A  22  a 


14-Point 


$3.00 


LEADS  AND  SLUGS 
Arc  necessary  in  all 
print-shops;  be  sure 
you  have  sufficient 


18-Point 


$3.25 


NICKEL-ALLOY  TYPE 
Stands  the  Impression 


24-Point 


$3.50 


BOLD  TYPE  PAYS 
Profits  $123,456.78 


5A  8a 


30-Point 


$4.25 


FISH  CAUGHT 
Shad  and  Pike 


36-Point 


$5.00 


NEW  Sliade 


42-Point 


$6.25 


Road  CAR 


48-Point 


$7.50 


>>/^ 


TIE  Held 


60-Point 


$11.30 


Earthen  JUG 

3A  4a  72-Point  $13.85 

OLD  Matcli 


THE  KEYSTONE  TYPE  FOUNDRY 


PHILADELPHIA 
AND  NEW  YORK 


BOHDER     MO.    I«S.     PCR     FOIT     OF     4     FEET.    ti. 


I 


40 


eloign   HancocR   ExterKled 

IVIade  In    twelve  sizes  on   Universal  Line,  Point  Set.  of   NIcKel-Alloy  Type  Metal 


F»RI1\JXERS'    XYF»E 
IVicRel-Alloy  IVIetal 


18-Point 


$3.25 


POINT    BODY 
And 


24-Point 


$3.50 


STANDING 
On  the  Line 


3A  5a 


30-Point 


$4.55 


Notice  75 


3A  5a 


36 -Point 


$6.55 


42-Point 


$8.20 


IVIodel 


15  A  28  a  O-Point  $2.00 

AIM  UP-TO-DATE  EXTEMDED 
LETTER  IS  JUST  THE  THING 
Printers  are  looking  lor  such, 
to  complete  their  olflce.  The 
John  HancocK  Extended  Type 
Series  can  be  used  in  any  Job 
or  Newspaper  Ad.,  wherever 
an  extended  letter  Is  required 


14A  24a  8-Point  $2.25 

A.  JOB  OR  AIM  AD.  SEX  IN 
THIS   EXTENDED    TYPE 

Will  supcly  please  every 
customer.  Jolin  HaneocK 
Extended  Series  is  cast 
on  Universal  Line,  Point 
Set,  ol  NicKel-Alloy  IVIetal 


10  A  20  a  10-Point  $2.50 

GET  THE  LATEST 
AIVD  BUY  IT  NOW 
A.  little  money  will 
buy  tlie  latest  type 
series,  and  it  will 
aid  your  business 
and   insure   profits 


9  A  18  a 


12-Point 


$2.75 


H  i» 


3A  4a 


48-Point 


BRASS  RULES 
AND  BORDERS 
Ape  mostly  used 
to  improve  tlie 
neat  and  eatctiy 
appearance  359 

$11.25 


60-Point 


$17.35 


Best  FIX 


KEYSXOIVJE     XYF»E     EOUIMDRY 

nbiladclpbin  and  New  York  = 


FONT    C*     »    TEtT ,    tl 


41 


NIAGARA  SERIES 


Nickel-Alloy  Type  Melal,  Universal  Line,  Point  Body  and  Point  Set 


THE  KEYSTONE 
TYPE  FOUNDRY 


PHILADELPHIA  :  NEW  YORK 


1 


RESTO    aORDtn,    PER   FONT,    11. C 


6-Point 
MOST  SUCCESSFUL  PRINTERS  USE  ITALIC  DISPL/tV  LETTERS 
ON  UNIVERSAL  LINE,  POINT  SET,  OF  NICKEL -ALLOY  METAL 
Many  valuable  hours  were  lost  by  the  old  system,  adiusting  with 
strips  oi  paper  or  cardboard.  The  new  system.  Universal  Line,  is 
used  by  many  printers  and  publishers  for  its  labor-saving  and  also 


10-Point 


A  LETTER  FOR  GENERAL  USE  IN 
TYPOGRAPHY.  BRINGS  GOOD  REl 
Printers  making  a  small  investment  i 
Niagara  Series,  will  positively  accom 


14-Point 


THE  FALL  COMES  DOWh 
A  FEARFUL  RUSH  AND  A 
of  162  feet,  and  after  start 
river.     Beautiful  scenerie 


8-Point 

A  SUMMERNIOHTS  FESTIVAL  FOR  THE  BENEFIT  OF 
THE  POOR  WILL  BE  HELD  AT  NIAGARA  FALLS  PARK 
On  this  occasion  the  falls  and  the  park  will  be  decorated 
and  the  Buffalo  Brass  Band  will  play  the  best  selections 


THE  PRICES 

6-Point,28A  52a.  $2.00 
8-Point,  25A46a.  2.25 
10-Point,  22A  38  a,  2.50 
12-Point,20A34a,  2.80 
14-Point,  18A  26a,  3.00 
18-Point,  12A18a,  3.20 
24-Point,  8A12a,  3.50 
30-Point,  7A10a.  4.30 
36-Point,  5A  9a.  5.50 
48-Point.  5A  7a.  8.50 
60-Point.  4A  6a.  12.00 
72-Point.    4 A  5a,  14.25 

Complete  Series,  $63.80 


ORT  STORY  /\BOUT  THE  WELL 
NIAGARA  RIVER  AND  FALLS 
ated  on  the  northern  part  of  the 
r,  running  down  to  ^5^567890 


12-Point 


18-Point 


NING  UP  THE  LME 
vlng  against  the  tide 
es  out  tlie  sailor  and 


,  24-Point 

I   AN  ITALIC  LETTER  Attractive  in  Display 


48-Point 


WINTER  Residence 


60- Point 


Best  of  PRINTS 


72-Point 


MADE  Profits 


on  D   ■   *  36-Point  X 

30-Point  ^^^  ^^ 

Leading  STORE  I  Timber  FAIR  1 


MODERN  LINING  ROMAN  No.  510 


e  POINT  LINING   ROMAN  NO  510 

After  speech  and  after  writing,  which  hatl  been  the 
slow  growth  of  the  ages,  the  art  of  printing  should  l« 
regarded  as  next  in  importance.  It  has  been  called 
the  "art  preservative,"  the  "nurse  and  preserver  of 
all  the  arts,"  while  other  expressions  in  similar  vein 
have  been  applied  to  it.  and  surely,  if  it  had  no  other 
claim  to  our  gratitude  it  would  be  worthy  of  all  honor. 
To  preserve  for  posterity  the  records  of  the  past,  the 
discoveries  of  science,  the  imagination  of  genius,  the 
greatest  thoughts  of  the  greatest  minds,  nothing  could 
more  properly  claim  our  consideration  and  our  re- 
spect. But  printing  has  done  more  than  this.  Besides 
being  a  preserver  of  human  thought  and  the  record 
of  humanaction.it  has  been  an  instructor  and  acivil- 
izer  of  the  human  race.  While  it  disseminated  knowl- 
edge more  widely  and  more  rapidly  than  the  hand  of 
the  scribe,  it  was  also  more  reliable  and  accurate,  for 
it  multiplied  copies  which  were  exactly  alike,  and  did 
not  suffer  from  changes  and  errors  in  copying,  which 
were  only  too  numerous  in  the  manuscripts,  no  mat- 
ter how  conscientious  and  devoted  the  scribe  might 
be.  And  he  was  not  always  overscrupulous  in  adher- 
ing to  the  text  i/a  tin-n  oj  a  letter  or  an  inserted  live  miofit 
help  his  doctrine  or  theory.     The  mult iplieat ion  oJ  printed 

Loner  case  a  to  z.  15^4  .Jma 


8  POINT  LINING   ROMAN  NO  610 

After  speech  and  after  writing,  which  had 
been  the  slow  growth  of  tlie  ages,  the  art  of 
printing  sliould  be  regarded  as  next  in  im- 
portance. It  lias  been  called  the  "art  pre- 
servative," the  "nurse  and  preserver  of  all 
the  arts,"  while  other  expressions  in  similar 
vein  have  been  applied  to  it,  and  surely,  if  it 
had  no  other  claim  to  our  gratitude  it  would 
be  worthy  of  all  honor.  To  preserve  for 
posterity  the  records  of  the  past,  the  dis- 
coveries of  science,  the  imagination  of  genius, 
the  greatest  thoughts  of  the  greatest  minds, 
nothing  could  more  properly  claim  our  con- 
sideration and  our  respect.  But  printing  has 
done  more  than  this.  Besides  being  a  pre- 
server of  human  thought  and  the  record  of 
human  action,  it  has  been  an  instructor  and  a 
civilizer  of  the  human  race.      While  it  dissemi- 

Lower  case  a  to  i,  HH  *^'"* 


POPULAR  AND  PROFITABLE  ADVERTISEMENTS 
Intelligent  advertisers  always  select  the  sheet  which 
CIRCULATES  among  their  distinctive  line  of  customers 


9  POINT 

ARTISTIC  BIRTHDAY  INVITATIONS 
Our  designs  have  set  the  standard  for  the 
most  dainty  effects  at  reasonable  prices 


HARVEST  PEOPLE  SHOUTING 

Greatest  crops  for  many  years  and 
the  prices  rapidly  soaring  upward 


8  POINT 

SOME  REMARKABLE  PECULIARITIES 
Man  is  a  nomad.  In  his  natural  state  he  is 
HAMPERED  by  the  conventionalities  of  society 

10  POINT 

EXHIBIT  MENTAL  ENDURANCE 
Health  is  the  soul  that  animates  all  of 
the  enjoyments  which  this  life  affords 


MODERN  SCHOOL  BOARDS 
Teaching  methods  changed  with 
BETTER  results  in  the  aggregate 


Specimens  are  partlv  opened  with  I  point  leads 


After  speech  and  after  writing,  which  had 
been  the  slow  growth  of  the  ages,  the 
art  of  printing  should  be  regarded  as  next 
in  importance.  It  has  been  called  the 
"art  preservative,"  the  "nurse  and  pre- 
server of  all  the  arts,"  while  other  expres- 
sions in  similar  vein  have  been  applied  to 
it,  and  surely,  if  it  had  no  other  claim  to 
our  gratitude  it  would  be  worthy  of  all 
honor.  To  preserve  for  posterity  the  re- 
cords of  the  past,  the  discoveries  of  science, 
the  imagination  of  genius,  the  greatest 
thoughts  of  the  greatest  minds,  nothing 
could  more  properly  claim  our  consider- 
ation and  our  respect.  But  printing  has 
done   more   than    this.     Besides   being  a 


Lower  ca3e  a  to  i.  13  ems 


9  POINT  LINING   ROMAN  NO  510 


After  speech  and  after  writing,  wliich 
had  been  the  slow  growth  of  the  ages, 
the  art  of  printing  should  be  regarded 
as  next  in  importance.  It  has  been 
called  the  "  art  preservative  "  the  "  nurse 
and  preserver  of  all  the  arts,"  while 
other  expressions  in  similar  vein  have 
been  applied  to  it,  and  surely,  if  it  bad 
no  other  claim  to  our  gratitude,  it 
would  be  worthy  of  all  honor.  To 
preserve  for  posterity  the  records  of  the 
past,  the  discoveries  of  science,  the  im- 
agination of  genius  and  the  greatest 
thoiKjIds  of  the  greatest  miiuls,  nothing 
could  more  properly  cluiin  our  respect  and 


Lower  case  a  to  z,  \'I  3-S  ems 


10  POINT  LINING  ROMAN  NO  510 


AMERICAN  TYPE  FOUNDERS  COMPANY. 


CHELTENHAM  OLDSTYLE  SERIES 

DESIGNED.  CUT  AND  CAST  ON  THE  AMERICAN  LINE.    PATENT  APPUED  FOR  AND  REGISTERED  BY  THE 

AMERICAN  TYPE  FOUNDERS  CO. 


6  Point  20  A  $0.90    40  a  $0.85     $1.75 

DESIGNATE  THE  UNES  OF  PRINTING  FOR  WHICH  THE  JENSON 

Old^Ie  is  adapted  and  you  have  named  the  class  of  work  for 

Which  the  Cheltenham  type  is  available.  And  yet  is  an  entirely  different  letter,  as  much 

so  as  the  Jenson  Old^yle  is  from  the  DcVinne 

n  I'uint  l.'i  A  Sl.l-'>     30  a  $1.10    $2.'J.'. 

AMERICAN  TYPE  FOUNDERS  COMPANY 

Leader  of  Fashions  for  Pnnting  World 
Everything  necessary  for  full  equipment  of  printery 

1-.;  roilil  1.5ASI.-')     :!U  ii  .$1.J.>     $2.50 

GUTENBERG,  ROYCROFT  &  CHAUCER 

Standard  and  classic  publications  are 
Now  obtainable  from  this  well-known  company 

14  Point  12  A  $1.45    24  a  $1.30    $2.75 

SEVENTH  ANNUAL  EXHIBITION 

Lovers  of  Art  invited  to  attend 

Raphael  Arties  Club  on  Mora  Street 


18  Point 


10  A  $1.05     18  a  $1.35     $3.00 


ELECTRIC  JOB  PRINTING 

Dividend  Paying  Types 
Cheltenham  Old^yle  Character 


7  A  $l.yO     12  a  $1,130    $3..)0 


MODERN  FASHIONS 

New  Usable  Faces 
Fine  American  Quality 


30  Point 


6  A  $2.50    9  a  $1.75    $4.25 


LEGIBLE  FIGURE 

Plain  Readable 
United  $498  States 


S  Point  IS  A  $1.00    3li  a  $1  00    $2.00 

THE  CHELTENHAM  OLDSTYLE  BIDS  FAIR  TO  RIVAL  IN 

Popularity  the  ju^ly  famous  Jenson  Old^yle,  the 
Continued  use  ol  which  is  simply  marvelous  :  this  is  not  surprising 

10  Point  16  A  $1.10    32  a  $1.05    $2.15 

READING  IS  MADE  REAL  PLEASURE  IF  THE 

Cheltenham  Old^le  type  is  used  to  convey 

Favorite  author's  expressions  or  thoughts  to  the  mind 


The  Cheltenham  Old^yle 

is  an  excellent  body  type  for  magazines,  trade 
papers,  educational  and  religious  periodicals, 
also  for  booklets,  folders  and  other  literature 
devoted  to  advertising.  The  eye  is  not  wearied 
by  prolonged  reading  of  Cheltenham  print.be- 
cause  the  type,  though  thin  and  compa(5l,  offers 
to  the  reader  an  extremely  legible  face.  Fully 
twenty  per  cent  more  matter  can  be  set  with 
Cheltenham  in  a  given  space  than  with  any 
body  letter  now  in  use.  By  thus  compacting 
the  words,  the  white  spaces  between  them  are 
intensified,  giving  them  much  more  prominence 
as  words.  The  human  eye  sees  only  the  upper 
half  of  a  line  of  type.  The  lower  half  may  be 
cut  away  and  the  line  can  be  read  easily.  This 
principle  was  taken  into  account  when  Chel- 
tenham was  perfedled.  Cheltenham  has  been 
chosen  to  exploit  more  high  grade  mercantile 
advertising  now  before  the  public  than  any 
other  type  face  available.  This  is  a  sweeping 
statement,  but  true.  Look  at  the  Cheltenham 
specimen  sheets  until  the  type  may  be  easily 
identified  in  every  day  use.  Then  note  the 
universality  of  its  use :  Cheltenham  will  con- 
front the  eye  everywhere  as  the  investigation 
progresses,  thus  proving  the  truth  of  its  universal 
use.  Your  competitor  with  his  Cheltenham 
is  making  new  friends  and  drawing  old  friends 
just  a  little  closer.  Put  Cheltenham  at  work  in 
your  cases  and  on  your  presses.  It's  a  mighty 
type  success.  Let  it  win  for  you,  as  for  others. 


36  Point 


6  A  $2.60    8  u  $I.<10    $4.50 


ENDURING  USEFUL  DESIGNS 

Receiving  Much  Notice 
National  Society  for  Improvement 


44 


CHELTENHAM  OLDSTYLE  SERIES 

DESIGNED,  CUT  AND  CAST  ON  THE  AMERICAN  LINE.    PATENT  APPLIED  FOR  AND  REGISTERED  BY  THE 

AMERICAN  TYPE  FOUNDERS  CO. 

42roln(  4  A  ^a.OS    6  a  $2.20    $.5.2.5 

ORIGINAL  AND  USABLE 

Neat  Quaint  Styles 
Beautiful  Results  Obtainable 

48  Point  4  A  J4.00    6  a  $2.7.5     .«r,.7.5 

HANDSOME  RETURN 

Secure  Inve^ments 
Quickly  Bring  Dividends 


3  A  $4.S5    4ii  $r,.15     $S.nO 


STRONG  MERITS 

Unique  in  Charader 


!A.*6.40    4  a  $4.10    $10.50 


CREST  HOUSE 

Seashore  Resorts 


45 


CHELTENHAM  ITALIC  SERIES 

DESIGNED.  CUT  AND  CAST  AMERICAN  LINE.     PA  TENT  AND  RECISTRA  TION  APPLIED  FOR,  1904.  BY 

AMERICAN  TYPE  FOUNDERS  CO. 


6  Point  SpecialCharactersput  up  with  font  20A  40a  $2.00 

'PROPHECIES  ^TUCADE  SOME  "UIME  JlGO  IN  'REGARD  ^O  'CHIS 

Letter  not  only  have  been  fully  'Realized  but 
^Oen  our  i^HCoat  Sanguine  Expectations  haOe  been  Qreatly  Exceeded 


8  Point  Special  Characters  put  up  with  font  18A  36a  $2.25 

THIS  FINE  SERIES  MAKES  THE  SUPERIOR  PRINTING 

Indispensable  for  Modem  Booths  or  Magazines 
Equally  Appropriate  for  Either  Story  or  Display  Column 


10  Point  Special  Characters  put  up  with  font  I6A  32a  $2.50  H  Point  Special  Characters  put  up  with  font  15A  30a  $2.75 

DESIRABLE  TWENTIETH  CENTURY  TYPE         ^PRESENTED  'UO  EMPLOYING  "PRINTERS 


Enhancing  the  Chances  of  (he 
Art  Preservative  of  Arts  Beyond  Computation 

12  Point  Special  Characters  put  up  with  font  14A  28a  $2.75 

BEAUTIFUL  HARMONIOUS  LEADEN 

'thought  ^M^essengers 
Conveying  the  Jldvertiser's  Inducements 

14  Point  Special  Characters  put  up  with  font  12A  22a  $3.25 

PRINTERS  BEST  FURNISHER 

Houses  Situated  Everywhere 

American  Type  Founders  Company 


Tiecommended  to  'Professional 
Craftsmen  ^ver^^ivhere  for  Engaging  JKCerit 


Cheltenham  Italic  Special 
Characters 

J^T>(SQrM^'PQu1l'UV& 

£1  h  r  J  V  w  }) 

These  Special  Characters,  in  sizes  larger  than  14 
"Point,  are  fonled  and  priced  by  themselves,  and  only 
sent  when  ordered.  In  1 4  Point  and  smaller,  the^  are 
put  up  and  sold  with  the  fonts. 


18  Point 


Special  Characters  $0.75  per  font 


lOA   16a  $3.25 


"PROMPT  "DIVIDENDS  JND  "BUSINESS  "PROSPERITY 

Used  Extensively)  b\)  Successful 
"Discerning  toasters  'throughout  justness  Circles 


24  Point 


Special  Characters  $0.85  per  font 


6A   10a  $3.60 


DISTINCTIVE  TYPOGRAPHICAL  RESULTS 

Attract  Constant  Unchanging  Customers 


30  Point 


Special  Characters  $1.00  per  font 


6A  9a  $4.25 


SOMETHING  "PRINTERS  T>ESIRED 

(Modern  Jlrtistic  T^rinting  Tiesults 


36  Point 


Special  Characters  $1.10  per  font 


5A  7a  $6.25 


DESIGNER  FOR  PUBLISHER 

Numbering  1234567890 


46 


CHELTENHAM  ITALIC  SERIES 

DESIGNED,  cur  AND  CAST  AMERICAN  LINE.     PATENT  AND  REGISTRATION  APPLIED  FOR,  1904,  BY 

AMERICAN  TYPE  FOUNDERS  CO. 


42  Point  Special  Characters  $1.25  per  font  4A  7a  $6.25 

HANDSOME  RESER  VES 

Being  the  Famous 
Letter  Cheltenham  Italic 

48  Point  Special  Characters  $1.50  per  font  4A  6a  $7.B0 

3WMBER  DESIRING 

T^rinting  cMlachine.ry 

60  Point  Special  Characters  $2.00  per  font  3  A    6a  $10.00 

MODERN  FA  CES 

Legible  and  Stylish 

12  Point  Special  CharacterB  $2.50  per  font  3A  4a  $13.60 

"PRIZE  MUST 

ylnswer  Question 


47 


The  Roycroft  Series 

Designed,  Cut  and  Cast  on  the  American  Line.    Patent  Applied  for  and  Registered  by 

American  Type  Founders  Company 


8  Point  15  A  $0.90    30  a  $1.10    $2.00  10  Point  12  A  $1.05    24  a  $1.20    $2.25 

DISTINCTIVE  CHARACTERS  PRODUCE  THE  CLEAN  GRACEFUL  AND  ATTRACTIVE  DESIGN 

Striking  Qualities  of  Mercantile  Printoriai  Work  and  Should         Essential  in  Producing  the  Finest  Magazines 

Receive  the  Greatest  Consideration  from  Master  Printers  Receiving  Many  Compliments  from  Readers 

ISPmnt  7  A  $1.45    12  a  $1.56    $3.00  12  Point  10  A  $1.16    20  a  $1.35    $2.60 

MODERN  CHARACTERS     exhibition  of  many  publishers 

Handsome  Beautiful  Stylish        J^^n^ly  Printed  Books  by  Noted  Authors 

24  Point  5  A  $1.75    8  a  $1.50    $3.25  30  Point  4  A  $1.90    7  a  $1.85    $3  75 

ENCHANT  MAIDEN    DESIRING  QUICK 

Original  Householder   Pnntorial  Fashions 

42  Point  3  A  $3.10    6  a  $2.40    $5.50  36  Point  4  A  $2.50    6  a  $2.25    $4.75 

HOME  SITE  NIGHT  MUSIC 
Right  Design  Earliest  Season 

48  Point  3  A  $3.75    5  a  $3.00    $6.75 

FINER  GOWNS  MADE 
Desirable  26  Charaders 

fiO  Point  3  A  $5.65    4  a  $3.85    $9.50 

SPRING  MODISTE 
Easter  Hats  Ruined 


48 


The  Roycroft  Series 

Designed,  Cut  and  Cast  on  the  American  Line.    Patent  Applied  for  and  Registered  by 

American  Type  Founders  Company 


72  Point  3  A  $7.25    4  a  $4.75    $12.00 

PRODUCTIONS 
Liberal  Discount 

96  Point  3  A  $10.00    3  a  $G.0O    $16.00 

CHARMED 

North  Stand 

120  Point  3  A  $13.20    3  a  $7.80    $21.00 

PRINTER 

Merchant 


49 


WAYSIDE  BANDS  AND  BORDERS 

ARE  PATENT  AND  REGISTRATION  APPLIED  FOR  BY  AMERICAN  TYPE  FOUNDERS  CO. 


Wap&iht  Porberg 

Jf  urnigf)  berp  sitrong  contracts; 
of  color,  often  requircb  to  giUe 
life  to  tf)e  uniformity  of  plain 
tppe;  tte  tppe  map  be  clear  anb 
pleasiins.  pet  its!  qualitp  can  be 
faafitlp  intensiif  ieb  bj>  tije  proper 
jplacing  of  contrasting  color,  or 
its!  effect  Ijfigtteneb  bp  a  £!pot 
of  bnrmonious!  gugges!tion.  3n 
siupplping  ttje  printer  toitlj  tbe 
best  material  for  producing  tbe 
greatest  barietp  of  color  results 
Bje  IDapsibe  Series  stanbsalone 
anb  gibe  tbe  most  useful  aSSort= 
ment  eber  offereb  to  tbe  trabe. 
tlTbcse  iPanbs  anb  (l^rnaments 
are  mabe  in  tppes  h^  American 
tlTppe  Jfounbers  Co.,  anb  for 
sale  at  eacb  of  tbeir  brancbes 
anb  hp  all  tbe  Special  bealers 
in  trabe  centers  of  tbe  bjorlb. 
^enb  pour  orbers  to  tbe  Selling 
place  tijat  is  nearest  to  pou,  in 
orber  tbat  pou  map  Secure  tbe 
earliest  Sbipment  of  tbe  goobs. 


WAYSIDE   BORDER   NO.   473.         10    INCHES    SI  .r,Q 


A  WORD  ABOUT  WAYSIDE 
BORDERS  AND  ORNAMENTS 


n 


The  printer  who  has  a  good  assortment 
of  the  Wayside  Bands  and  Ornaments, 
in  connection  with  Amencan  Line  type, 
has  the  best  means  of  producing  attractive 
and  up-to-date  work.  Used  intelligently 
and  with  a  little  artistic  judgment,  they 
mark  the  difference  between  the  common- 
place and  the  distinctive.  There  is  not 
another  collection  of  typographic  decora- 
tions that  can  equal  them  for  effectiveness, 
and  are  so  suggestive  to  the  compositor. 


480  DELROSE  PLACE 

HARMON'S 

MANCHESTER,  N.  H. 

MODERN  PRINTING  SHOP 

•  44TS        OOtf               ^^•^^^^^^^^ 

ANNOUNCEMENT 


HVRD'S 


•4339  80e 


HATS 


•43^2         Tftfl 


333       301! 


50 


WAYSIDE  BANDS  AND  BORDERS 

ARE  PATENT  AND  REGISTRATION  APPLIED  FOR  BY  AMERICAN  TYPE  FOUNDERS  CO. 


FARMING 

HIGHLY  DEVELOPED    BY  THE 
AGRICULTURAL  DEPARTMENT 


46  POINT  WAYSIDE  BORDER  NO.  617       13  INOHES  St. SO 

RELIABLE  DATA 

FROM 

SOME  EXPERIMENTS 

CONDUCTED 

UNDER  THE  PERSONAL 

SUPERVISION 

OF  THE 

AGRICULTURE  DEPT. 


COPYRIGHTED 
BY 

HON.  NATHAN  HARMON 
BATH,  ME. 


KEPT    IN  STOCK   AND  FOR    SALE  AT  ALL   SALESROOMS 
OF  THE  ORIGINAL  DESIGNER  AND  SOLE  MANUFACTURER 

AMERICAN  TYPE 
\  FOUNDERS  CO. 


73   POINT  WAYSIDE  BORDER  NO     dO       13  INCHES   S3. 00 


7Q  POINT  WAYSIDE  BORDER  NO     Qia       30  INCHES   S3. 00 


72  POINT  WAYSIDE  BOHDER  NO.   034       30   INCHES   S3. 00 


39  POINT  WAYSIDE   BANO  NO.   461.        18  INCHES   S2.00 

BROCHURE 


^<^ini^i*'^*'-' 


•  • 


•  • 


:^s  rsfijs/tiss&  Tjs& 


•>si  'Si^  ?>'ss  '^^  >'£3  sa**^* 

f©?*>©5  i<^M^>  i<^M^> 


•   • 


•;«s  ja'*^'  >'£3  «a'<i>'  >'£3  sa*'^* 

f^?4>©^  i<^M^>,  fe&>®5 
r^^M^^^s  fSr;^Jit^r^.  Ts»M6SS& 


kTSsS 


V99j; 


•    •" 


•   • 


f@?4>@>  I^M^)  ^<^M^>, 


73  POINT  WAYSIDE  BORDER  NO.   S04       30  INCHES   S3.00 


51 


SPECIMENS  or  NEWSPAPER  BORDIIRS 


A  SHOWING  or 
ATTRACTIVE 


BORDERS 


FOR  THE   NEWSPAPER  AND   MAGAZINE   AD   COLUMNS 


18   POINT  ART   BORDER  NO.  24,      60  INCHES,    $2  00 


THESE  BORDERS  ARE  CAST  ON  SIX  POINT 
AND  MULTIPLES  THE:REOr  AND  CAN  BE 
PUT    T0GETHE:R    in    very    QUICn    TIME. 


la   !■,,.:, 1    Al'.T   huli.jLU  IlJ    la        to   IM;ilEa     $J  110 


Made  by  AMERICAN   TYPE   FOUNDERS  COMPANY.   Originator 

b'i 


Advertisement  Construction 

in  General 


Winning  Principles,  Laws  of  Contrast,  Style,  Sym- 
metry, Classes  of  Readers,  Laying  out  Advertising, 
Proof  Reading  and  Specific  Talks  on  Cause  and  Effect 


Much  has  been  written  on  the  thousand-and-one  points  bearing  on  the  scientific  construction 
of  advertisements,  but  so  far  as  my  observation  has  led,  I  have  never  seen  the  component  parts 
properly  divided  and  considered  in  sequence.  Books  by  the  score  have  been  published— some  m 
series— but  aside  from  a  little  wholesome,  well-meaning  talk  that  may  tend  to  set  the  reader  to 
thinking,  almost  nothing  has  been  accomplished  in  a  practical  sense. 

I  say  this  without  any  desire  to  criticise  others,  but  to  make  plain  my  endeavor  in  the 
preparation  of  this  work,  which  is  a  practical  condensation  of  material  that  ordinarily  should  make 
four  or  five  volumes  instead  of  only  one,  and  in  this  "  boiling  down  "  I  believe  I  have  made  it 
just  so  much  easier  for  the  average  busy  man  to  strengthen  himself  and  gain  a  larger  measure  of 
skill  than  would  otherwise  be  possible. 

Of  course,  the  best  plan  includes  not  only  a  thorough  digestion  of  this  book,  but  also  a 
complete  course  of  study  and  practice  through  my  correspondence  instruction  system. 

The  principal  reason  why  business  men,  as  well  as  the  young  man  or  woman  desiring  to 
adopt  advertising  as  a  means  of  livelihood,  can  achieve  far  greater  results  by  becoming  my  students, 
is  due  to  the  fact  that  I  am  in  constant  personal  touch  with  them  at  every  stage,  thereby  correctmg 
those  misconceptions  which  otherwise  are  apt  to  creep  in,  and  to  the  further  fact  that  the 
competent  expert  understands  what  particular  practice  each  individual  requires. 

This  book,  while  not  a  main  part  of  the  Powell  System,  nevertheless  supplies  a  vast  fund  of 
necessary  knowledge  that  does  not  properly  belong  in  true  correspondence  instruction,  and  it  is 
invaluable  to  the  person  who  cannot  spend  time  as  a  student,  as  well  as  for  those  who  can. 

With  this  digression  we  will  begin  the  study  of  principles  governing  successful  ad.  construction. 

To  begin  with,  three  land-marks  stand  out  prominently — 

First, — Something  that  appeals  to  the  reader. 
Second, — Saving  of  price. 
Third, — Renewed  acquaintance. 

Investigate  all  successful  advertisements  and  you  will  find  that  they  embody  one,  if  not  all, 
of  the  above,  and  1  believe  they  rank  in  importance  as  placed.  People  will  buy  that  which 
profoundly  impresses  itself  as   a  useful  necessity,  or  as  a  luxury  that  will  add  to  comfort  and 

enjoyment. 

After  this— and  especially  when  competition  has  brought  several  merchants  or  manufacturers 
into  the  market— comes  price  saving.  The  American  Republic  is  a  nation  of  Yankee  traders, 
and  this  spirit  pervades  all  classes— from  the  experienced  woman  shopper  to  the  millionaire  who 
tries  to  get  an  "  inside  "  figure  on  an  automobile  or  yacht.  Department  stores  in  the  great  cities 
long  ago  found  out  the  secret,  and  thousands  of  dealers  have  made  money  through  this  knowledge. 

Then  comes  the  selling  power  of  the  "old  familiar"  announcement  that  keeps  telling  new 
facts  and  reminding  you  of  old  ones. 

In  these  appeals  should  be  considered  typographical  appearance  for  catching  the  wary  reader's 


53 


54  POWELL'S  PRACTICAL  ADVERTISER. 

attention,  style  of  writing  to  insure  a  reading  of  the  ad.,  followed  by  numerous  other  factors.     As 
rapidly  as  possible  we  will  consider  those  that  are  doubly  worthy. 

What  Convinces. 

Sincerity,  either  real  or  apparent,  is  always  a  strong  card.  I  recall  the  case  of  an  Ohio  man 
who,  several  years  ago,  asked  my  opinion  as  to  the  cause  of  his  failure.  He  was  advertising  free 
samples  of  a  product,  and  when  sending  the  inquirer  as  per  request  he  made  a  special  offer  of  $5, 
representing  that  this  was  "just  what  it  cost "  and  adding  that  it  was  done  to  "introduce"  the 
article  into  that  particular  locality.  I  told  him  that  if  he  must  lie  to  at  least  do  it  in  a  more 
artistic  way — tell  a  story  that  is  believable  ;  and  good  solid  truth  is  always  best.  If  you  don't  get 
the  reader's  confidence  and  then  interest  him  or  her,  you  would  better  try  some  other  occupation. 
The  American  people  do  not  like  to  be  humbugged,  Barnum  or  anyone  else  to  the  contrary, 
notwithstanding. 

Much  has  been  written  about  style  in  writing,  and  it  is  a  fact  that  the  ad.  writer  who 
acquires  the  art  of  saying  things  in  a  pithy,  pointed  way  will  sell  the  most  goods.  Heaviness  is 
always  to  be  avoided,  and  perhaps  the  explanation  of  a  famous  editor  is  just  as  applicable  in  the 
construction  of  an  ad.  as  in  editorial  work.  He  said,  "  I  try  to  write  so  the  reader  will  be  sorry 
that  I  didn't  say  more."  Of  course,  he  realized  that  the  purely  exhaustive  effort  defeats 
the  purpose. 

The  rule  should  be  to  practice  condensation  in  every  possible  way.  Many  a  buyer  has  paid 
a  glowing  tribute  to  the  advertiser  in  these  words,  "your  ads.  and  literature  have  such  a  true  ring 
that  I  gave  you  the  preference."  No  rule  can  be  laid  down  for  the  acquirement  of  this  style; 
indeed,  I  may  say  that  sincerity  and  enthusiasm  in  regard  to  the  things  you  advertise,  plus 
conscientious  practice  in  ad.  writing,  will  contribute  largely  to  the  formation  of  a  "style"  that  will 
be  peculiarly  your  own. 

Don't  be  nervous  because  you  fail  to  jump  to  National  prominence  in  a  month  as  a 
wonderful  "  style  "  developer.  Just  keep  at  it,  and  be  satisfied  to  turn  out  better  than  average 
copy  for  some  time.  "  Plugging  away  "  will  have  its  effect  sooner  or  later.  When  you  detect 
the  ear-marks  of  extraordinary  genius  in  the  vast  quantities  of  advertisements,  aim  to  digest  the 
main  points  of  superiority.      This  book  will  be  very  beneficial  in  this  respect. 

And  above  all  remember  that  what  convinces  is,  first,  an  apparent  knowledge  of  facts  and 
conditions,  and  second,  skill  in  presentation.  When  you  generalize,  be  as  "chatty"  as  possible, 
but  don't  aim  to  be  funny. 

Two  Classes  of  Readers. 

The  great  periodical-reading  public  is  divided  into  two  classes — those  who  read  ads.  more  or 
less  regularly,  and  those  who  don't.  As  advertising  grows  better  the  latter  class  diminish,  yet 
to-day  it  is  not  uncommon  to  hear  a  person  say,  "  Oh,  I  never  read  ads. — don't  take  any  stock  in 
them."  This  is  the  one  great  reason  why  certain  publications  fail  as  advertising  mediums — 
because  the  preponderance  of  their  readers  seldom  read  ads.  Doubtless,  the  greatest  ad.  readers 
are  patrons  of  the  live  local  periodicals,  the  popular  magazines.  National  weeklies  and  the  country 
mail  order  monthlies. 

Confusion  of  Many  Things. 

The  average  reader  does  not  care  as  a  rule  to  analyze  too  deeply  the  points  in  an  ad.  He 
is,  however,  greatly  interested  in  the  efforts  of  the  ad.  writer  who  does  it  for  him.  A  great  error 
is  in  introducing  in  an  ad.  many  obscure  points,  each  lacking  in  proper  treatment.  This  fault  is 
due  mostly  to  attempting  to  crowd  into  a  given  space  too  many  ideas.  In  a  large  department 
store  ad.  this  is  seldom  seen,  as  each  section  is  usually  a  complete  small  ad.  in  itself,  but  in  general 
or  special  work  a  few  strong  points  are  too  often  sacrificed  for  mere  flowery  effect.  Be  careful  to 
avoid  confusion  by  introducing  features  and  failing  to  make  clear  the  points  that  are  vital.     A 


ADVERTISEMENT  CONSTRUCTION  IN  GENERAL.  55 

page  magazine  ad.  set  mostly  in  6p.  or  8p.  type  to  admit  the  mention  of  a  dozen  "features"  is 
too  often  a  drain  on  the  advertiser's  bank  balance.  Those  who  adopt  this  method  usually  try  to 
catalog  in  one  ad.  about  everything  that  was  ever  thought  of  concerning  the  goodness  of  the 
advertised  product.      It's  a  mistake. 

Form  and  Symmetry. 

A  careful  study  of  those  advertisements  which  seem  to  possess  marked  characteristics  is  very 
important.  Young  ad.  writers  will  be  benefited  by  going  through  the  current  magazines  and 
clipping  whatever  ads.  loom  up  as  delightfully  conspicuous.  A  great  deal  of  the  ad.  work  is 
along  standard  lines  and  is  not  worthy  of  scrap  book  distinction,  but  now  and  then  a  real  gem  will 
be  found. 

A  well  balanced  ad.  is  almost  invariably  one  having  few  characteristics,  for  the  reason  that 
many  features  in  one  effort  are  likely  to  defeat  the  purpose.  If  there  be  a  strong  background  with 
pen-lettered  title  or  display,  with  or  without  illustration,  the  balance  of  the  ad.  should  be  plain 
text  type.  To  introduce  additional  "features"  in  the  latter,  in  shape  of  more  type  display  or  other 
unique  ideas  that,  alone,  would  be  catchy,  is  almost  invariably  disappointing. 

Striking  simplicity,  after  all,  should  be  the  thing  most  eagerly  sought  after. 

Laws  of  Contrast  in  Attracting  Attention. 

The  believer  in  the  "psychology  of  advertising"  has  given  us  many  fine  theories  for  his  faith, 
but  since  psychology  is  soul  science  it  is  difficult  to  properly  connect  it  with  the  influence  an  adver- 
tisement exerts. 

One  of  these  theories,  if  I  remember  correctly,  was  published  a  few  years  ago,  and  it  was 
based  on  the  superiority  of  the  black  background  over  the  ordinary  black  type  effect,  the  latter  of 
course  meaning  a  white  ground — or  blank  space.  Examples  were  produced  to  prove  the  conclusion, 
but  the  professor  who  offered  the  discovery  had  overlooked  other  important  bearings — chiefly  the 
laws  of  contrast,  which  always  affect  prominence  and  the  possibility  of  anything  being  quickly  seen. 

A  small  boy  in  company  with  several  men  may  be  the  most  conspicuous  of  the  lot ;  a  white 
geranium  in  the  center  of  a  bed  of  deep  red  ones  may  force  its  individuality  before  any  one  of  its 
host  of  gaudy  mates  is  even  noticed,  and  the  same  is  true  of  a  mass  of  advertisements.  Let  every 
ad.  have  a  black  ground,  and  a  simple  type  and  outline  effect  like  any  one  of  those  shown  from 
Nos.  I  to  19  in  the  Cyclopedia  of  Ads.  in  the  latter  part  of  this  book,  will  be  the  center  of 
attraction. 

Naturally  where  a  magazine  ad.  of  sufficient  size  can  have  a  special  design  with  black  back- 
ground without  crowding  out  the  necessary  text,  it  will  attract  attention  much  quicker  than  a  mere 
type  ad.  with  or  without  illustration,  unless  the  latter  is  particularly  chaste  and  has  a  good,  promi- 
nent display  head  that  alone  is  sufficient  to  arrest  the  casual  reader's  attention. 

Once  that  attention  is  arrested,  then  the  text  must  do  the  rest.  Don't  pin  your  faith  to  black 
backgrounds  or  any  single  style,  but  strive  to  employ  a  choice  adaptation  of  all  the  best  things  that 
go  to  make  up  ad.  prominence  and  readability. 

Always  remember  that  many  a  customer  has  been  made  because  an  ad.  caught  the  hasty 
reader's  eye,  and  the  display  or  first  line  or  two  of  text  compelled  him  to  read  every  word. 

I  will  here  relate  an  incident  connected  with  the  publication  of  the  booklet  "  New  York 
1626-1901,"  which  I  prepared  for  a  large  realty  corporation,  my  charge  being  |ioo.oo  a  day  for 
the  two  days'  labor  involved.  The  cover  design  was  printed  in  deep  green  ink  on  a  green  cover 
a  trifle  lighter  in  shade,  and  it  gave  a  very  strong  effect,  although  the  background,  as  will  be  noted 
by  reference  to  the  department  on  Booklet  and  Catalog  Writing,  is  white — the  reverse  of  the 
"psychology"  contention.  This  booklet  was  printed  in  Buffalo,  and  the  morning  I  received  the 
first  few  advance  copies  by  mail  I  took  them  with  me  to  a  bank,  and  as  I  stood  in  line  an  elderly 


56  POWELL'S  PRACTICAL  ADVERTISER. 

gentleman  tapped  me  gently  on  the  back  and  inquired:  "Can  you  tell  me  where  I  could  get  one 
of  those  very  attractive  booklets  I  accidentally  caught  sight  of  over  your  shoulder?"  He  after- 
wards informed  me  that  it  was  the  best  real  estate  argument  he  had  ever  read,  and  the  most 
interesting. 

A  New  York  printer  who  occasionally  dabbles  in  real  estate  had  one  of  these  same  booklets 
sent  him,  and  long  after  making  my  acquaintance  he  acknowledged  that  he  couldn't  resist  looking 
inside  after  seeing  so  original  and  effective  a  cover,  and  that  the  first  two  paragraphs  of  the  text 
caused  him  to  neglect  an  important  rush  of  business  until  he  had  devoured  the  last  page. 

And  this  is  the  true  secret — first  catch  your  man's  attention,  and  have  the  text  so  absolutely 
free  from  dryness  and  commonplace  nothings  that  he  will  be  almost  compelled  to  take  in  all  the 
points. 

The  Importance  of  Frequent  Paragraphs. 

Paragraphs  are  "relief  stations"  which  rest  the  eye  and  enable  it  to  start  fresh  on  the  next 
reading  journey. 

Few  ad.  writers  appreciate  or  understand  the  importance  of  making  a  long  text  a  series  of 
talks,  instead  of  having  a  solid  mass  that  requires  the  most  undivided  attention  to  avoid  losing  the 
thread. 

Another  argument  in  favor  of  frequent  paragraphing  is  the  fact  that  the  casual  reader  often 
plunges  right  into  the  middle  of  the  chatty  text  at  the  beginning  of  a  new  paragraph,  and  the 
interest  thus  aroused  generally  results  in  the  whole  ad.  being  carefully  perused.  This  is  impos- 
sible where  the  text  is  unrelieved  by  break  line  or  paragraph  indention. 

In  the  small  classified  ad.,  of  but  few  lines,  this  breaking  up  of  the  text  is  wholly  unnecessary, 
as  the  eye  performs  its  task  in  very  brief  time.  Purely  descriptive  matter,  too,  when  short,  re- 
quires little  or  no  paragraphing. 

Relief  is  a  potent  word  in  good  ad.  writing  because  it  makes  reading  a  pleasure  and  introduces 
variety  that  holds  the  interest. 

Carrying  this  principle  still  further,  we  find  ads.  like  specimens  from  Nos.  i  to  1 8  of  the 
Cyclopedia,  in  the  latter  part  of  this  book,  highly  interesting  and  easily  read,  because  of  variety  in 
the  illustrative  and  the  conversational  text,  which  is  carried  to  the  limit  in  paragraphing. 

In  booklet  writing,  about  three  or  four  times  as  many  paragraphs  as  are  usually  arranged  for, 
would  improve  the  interest  a  hundred  per  cent.  Note  in  the  department  "  Booklet  and  Catalog 
Writing,"  the  reproduction  of  "  New  York  1626-1901;"  and  then  compare  the  paragraphing 
feature  with  almost  any  other  booklet  effort  that  you  may  have  handy. 

Then  glance  at  the  text  in  specimen  No.  9,  and  see  how  interestingly  the  story  is  told,  due 
in  no  small  degree  to  frequent  paragraphs  and  legible  type  which  prevent  any  straining  effort.  No 
matter  how  expert  one  may  become,  his  or  her  work  will  be  badly  handicapped  without  more  or 
less  resort  to  paragraph  relief.      Indeed,  no  great  skill  is  possible  without  it. 

After  an  ad.  writer  has  achieved  a  certain  degree  of  proficiency  one  of  the  best  practices  pos- 
sible is  to  find  a  long-strung-out  text,  and  re-write  it  in  the  chatty,  conversational  style,  which 
compels  substituting  snappy  business  statements  in  place  of  unnecessary  and  cumbersome  word- 
ing.     This  pruning  process,  too,  makes  room  for  the  white  space. 

The  wider  the  measure,  the  less  we  can  paragraph,  because  the  unique  method  of  expression 
that  properly  goes  with  much  paragraphing  is  too  short  for  extreme  width,  like  the  introduction  of 
a  large  department  store,  perhaps. 

But  the  ad.  writer  should  give  much  study  to  the  number  of  words  usually  written  in  a  para- 
graph intended  for  single  as  well  as  for  double  columns. 

Then,  again,  remember  that  an  1 8  point  text  type  may  produce  the  proper  effect  in  say  a  four- 
column  measure,  where  12  point  would  leave  too  much  break  at  the  end  of  each  line. 


ADVERTISEMENT  CONSTRUCTION  IN  GENERAL.  57 

Without  using  much  more  space  in  considering  the  great  value  of  frequent  paragraphing,  I 
will  only  add  that  the  seeker  after  perfection  should  aim  to  have  not  more  than  one  successive 
new  paragraph  end  in  a  single  short  line. 

Have  a  paragraph  of  two  or  more  full  lines  follow  the  single  break  line  paragraph,  and  then 
the  next  paragraph  may  be  another  one-line  break. 

This  applies  mostly  to  ads.  larger  than  four  or  five  inches  single  column,  set  in  12  point.  In 
the  latter,  good  results  are  often  obtained  from  a  quick  swing,  as  will  be  seen  in  such  retail  ads.  as 
are  reproduced  in  the  Cyclopedia,  notably  those  of  Rogers,  Peet  &  Co. 

Double  column  ads.  will  not  admit  of  this  extremeness. 

Getting  Material. 

Advertisers  who  employ  ad.  writers  naturally  have  to  supply  the  material  for  the  copy. 
Certain  business  men  erroneously  suppose  that  in  order  to  write  to  best  advantage,  or  even  at  all, 
it  is  necessary  for  the  writer  to  know  all  about  a  business,  and  that  on  this  account  the  specialist 
not  in  a  firm's  employ  is  incompetent.  It  is  true  that  good  ad.  work  can  only  result  from  a  : 
knowledge  of  what  should  be  written,  but  any  expert  once  given  the  facts  in  the  case  quickly 
knows  what  should  be  used  and  what  should  not. 

A  manufacturer  of  oil  tells  the  ad.  writer  that  his  goods  are  best,  will  lubricate  the  most,  etc. 
He  has  some  printed  matter,  perhaps,  and  quantities  of  testimonials,  reports  of  tests,  and  a  car  load 
of  other  rich  material  for  working  up. 

The  ad.  man  knows  nothing  at  all  about  oil,  except  that  it  is  used  for  many  things,  but  as  he 
makes  a  study  of  the  subject  with  the  enthusiastic  manufacturer  he  soon  sees  possibilities,  and  they 
multiply  rapidly.  With  this  ammunition  he  proceeds  to  lay  out  a  series  of  ads.,  each  taking  up  one 
or  two  points,  perhaps,  and  giving  in  a  readable  style  those  facts  that  his  trained  mind  knows  will 
interest  buyers. 

The  expert  ad.  writer,  in  a  word,  knows  what  to  do  with  that  rich  mine  of  "  data  "  that  the 
average  business  man  doesn't  know  how  to  separate,  write  entertainingly  about,  and  clothe  in  suit- 
able typographical  and  illustrative  habiliment. 

The  expert  ad.  writer  is  not  unlike  the  physician — he  can  prescribe  the  proper  treatment 
without  necessarily  being  obliged  to  contract  all  diseases  for  the  sake  of  knowing  everything  from 
the  patient's  standpoint. 

In  department  stores  the  advertising  manager  gets  his  daily  material  from  the  various  depart- 
ment heads,  who,  of  course,  make  known  facts  and  prices.  Small  retail  advertisers  who  use  ad. 
writers  handling  several  other  customers'  work,  often  give  out  the  data  at  one  time  for  a  week's 
ads. — Shirts  on  Monday,  Suits  Tuesday,  Shoes  Wednesday,  and  so  on.  The  ad.  man  then  goes 
back  to  his  office  and  lays  out  the  copy  along  these  lines  and  provides  everything  in  shape  of  ideas 
for  illustrations,  and  superintends  the  artist  who  draws  them,  securing  plates,  and  in  fact  taking  the 
entire  work  off  the  busy  business  man's  hands.  The  latter  may  see  the  copy  and  cut  Ideas,  and 
make  suggestions  or  not  as  he  sees  fit,  but  he  is  relieved  of  all  bother  after  originally  telling  what 
he  wants  advertised. 

Why  Competition  Stimulates  Trade. 

While  it  is  true  that  a  brand  new  advertising  proposition  often  returns  its  greatest  profits  while 
it  occupies  the  field  alone,  yet  it  will  be  found  that  such  a  condition  is  mainly  due  to  the  transient 
nature  of  the  scheme,  which  can  only  be  short-lived  at  best. 

In  the  broad  sense  competitive  advertising  Is  a  good  thing,  because  of  the  greater  amount  of 
public  education. 

For  example,  a  country  mail  order  paper  that  carries  but  one  cheap  watch  ad.  will  pay  that 
particular  advertiser  a  smaller  profit.  If  indeed  any  profit,  than  it  would  were  a  dozen  competitors 


58  POWELL'S    PRACTICAL   ADVERTISER. 

using  its  columns  regularly.  Readers  may  ridicule  the  single  advertiser,  who  claims  to  sell  a  ^lO.OO 
watch  for  $3.95,  but  when  a  number  of  other  dealers  advertise  similarly  a  certain  legitimacy  seems 
to  obtain,  and  all  reap  their  share  of  the  profits  resulting  from  this  combined  educational  force. 

The  one  thing  to  remember  in  this  connection,  however,  is  that  while  sensible  competition  is 
beneficial,  yet  a  slavish  copy  of  another  man's  advertising  and  scheme  generally  fails.  There  is 
hardly  a  business  that  does  not  require  more  or  less  constant  changes  or  additions,  and  the  mere 
copyist  generally  hasn't  brains  enough  to  enable  him  to  analyze  his  own  business,  let  alone  that  of 
his  competitor. 

Local  stores  always  do  more  business  when  a  healthy  advertising  competition  exists,  and  the 
only  exception  is  where  a  dealer  runs  badly  prepared  copy  that  tells  little  or  nothing,  while  his 
competitors  employ  those  who  are  experts  in  ad.  construction,  and  consequently  secure  interest — and 
trade. 

Let  the  advertiser  think  less  about  "  ruinous  competition,"  and  more  about  doing  better 
advertising. 

How  to  Answer  Your  Competitor. 

One  word  answers  the  query  as  to  how  an  advertiser  can  reply  to  a  competitor  without  loss  of 
dignity— DON'T. 

At  least  don't  attempt  any  direct  answer  by  use  of  a  competitor's  name,  or  by  thinly  veiled 
attacks. 

People  buy  goods  and  not  grievances,  and  they  are  apt  to  think  mighty  little  of  the  fellow 
who  goes  out  of  his  way  to  sling  mud  at  a  competitor. 

There  is  no  selling  value  in  an  abusive  tirade.  What  the  public  wants  is  particulars  concern- 
ing your  business  or  product — not  a  free  admission  to  the  washing  of  dirty  linen. 

There  are,  however,  methods  that  may  be  employed  in  exploiting  your  goods  to  the  detriment 
of  inferior  competition,  but  at  best  it  is  a  game  to  be  played  with  great  discretion.  If  you  can  write 
an  ad.  that  will  cause  the  other  fellow  to  attack  you,  and  thereby  succeed  in  getting  him  into  a  trap 
that  will  apparently  justify  your  making  an  indirect  and  final  reply,  you  will  achieve  considerable 
reputation  as  an  advertising  expert,  even  though  your  efforts  fail  to  bring  new  business,  for  it  is  safe 
to  say  that  smartness  in  closing  up  the  mouthings  of  a  rival  doesn't  usually  move  merchandise  or 
create  a  new  demand. 

In  this  connection,  I  recall  an  effort  of  mine,  dating  back  about  fourteen  years,  while  advertis- 
ing manager  for  one  of  the  largest  bicycle  manufacturers  in  America. 

As  many  recall,  rampant  rivalry  of  those  days  brought  about  strained  efforts  for  impressing  the 
public.  Salaried  riders  were  openly  and  secretly  employed  to  make  records  and  it  was  common  for 
an  advertiser  to  publish  a  list  of  machines  that  his  own  had  defeated  in  some  contest.  Occasionally 
some  indirect  allusion  in  an  ad.  would  rouse  a  competitor's  ire,  for  it  is  human  nature  to  resent,  m 
a  measure,  misrepresentation  and  untruthfulness. 

Something  of  this  nature  crept  into  the  local  advertising  of  the  Warwick  Cycle  Co.,  and  the 
President  of  my  company  directed  me  to  "  go  for  them  hard." 

Here  was,  indeed,  a  nice  little  problem.  The  Warwick  output  of  the  previous  year  had  been, 
to  say  the  least,  unfortunate  in  mishap  and  break-down,  but  as  I  have  said,  direct  attack  was  wholly 
out  of  the  question,  and  no  allusion  would  have  been  made  had  these  makers  attended  strictly  to 
their  own  affairs. 

To  make  relations  more  strained  the  head  of  the  Warwick  company  had  several  years 
previously  been  employed  by  my  company,  and  when  he  left  to  go  in  for  himself  he  had 
unfortunately  incurred  considerable  Victor  displeasure. 

A  careful  survey  of  the  proposition  ended  in  the  following  ad.,  which  occupied  generous  space 
in  the  leading  city  dailies  : 


ADVERTISEMENT  CONSTRUCTION  IN  GENERAL  59 

Bicycling  Advice  Free. 

Spring  here,  snow  gone,  roads  getting  into  condition — a  world  of  meaning  to  bicyclers.  How 
are  you  fixed  to  enjoy  it  ?  No  wheel  ?  That's  bad.  You  need  a  little  money  and  good  advice  to 
start  you  right.      We  give  the  latter  gratis — worth  dollars  if  you  heed  it. 

Don't  buy  a  bicycle  because  some  anxious  dealer  or  maker  tells  you  it's  the  "  highest  grade," 
"the  best,"  etc.  IS  IT?  That's  the  question.  Learn  something  from  the  riders  of  the  wheel 
you  think  of  buying.  Ask  how  they  liked  last  year's  model.  Inquire  how  cheaply  you  could  buy 
one  now.  Lots  of 'em  that  never  trod  the  earth — new  '90  models — go  begging  at  $50  apiece.  A 
dead  failure,  weren't  they  ? 

Can  makers  of  bad  bicycles  in  1890  jump  to  perfection  in  1891,  phoenix-like,  at  a  bound,  in 
the  space  of  but  few  months  ?     What  bosh  !     Who  believes  it  ? 

What  reason  have  you  to  believe  that  the  '91  models  of  such  makers  are  "highest  grade" 
when  similar  claims  were  made  for  what  they  now  admit  "  weren't  quite  right  "  ?  Was  Rome  built 
in  a  week  ?  It  takes  a  whole  season — all  of  that — to  test  the  merits  of  a  new  bicycle.  Rough 
roads,  hard  usage,  and  varying  conditions  tell  the  story.  Don't  buy  experiments.  Wait  till  they 
are  tried. 

Speaking  of  the  really  highest  grade  bicycle,  there's  one  make  that  carries  weight  in  the  cycling 
world,  one  name  that  stands  for  Best,  Thoroughness,  Advancement,  Brains,  Skill,  Enterprise — for 
all  that  makes  one  bicycle  the  favorite  throughout  America.  You  know  the  name — VICTOR. 
Every  man,  woman,  and  child  within  fifty  miles  of  Springfield  knows  it.  Never  is  the  word  "  best  " 
used  in  connection  with  a  bicycle  without  they  apply  Victor  to  that  best. 

Ten  years  a  leader,  and  never  sold  for  less  than  schedule  price.  Ridden  and  indorsed  by 
thousands  all  over  the  land.     Always  the  best. 

Ask  Victor  riders  and  get  an  art  catalog. 

OVERMAN  WHEEL  CO., 

SPRINGFIELD  BRANCH.  -  -  128  WASHINGTON  STREET. 


It  may  be  well  to  note  that  the  Warwick  product  had  been  sold  at  cut  prices,  especially  as  the 
season  waned,  which  was  an  unpardonable  sin  from  the  high  grade  maker's  standpoint.  The 
word  "perfection,"  although  brought  in  without  the  use  of  a  cap  P,  had  a  deep  significance, 
Warwick  Perfection  Bicycle  being  the  1891  name. 

The  effect,  therefore,  was  reasonably  direct  and  yet  personalities  had  been  kept  out. 

This  effort  quickly  brought  out  a  "reply"  from  the  Warwick  ad.  room  headed,  "It's  a  Hit 
Bird  That  Flutters,"  and  it  was  extremely  flat  and  foolish. 

I  had  sprung  the  trap  and  the  next  day  the  following  ad.  appeared  : 

"A  Guilty  Conscience  Needs  No  Accuser." 

Second  grade  bicycle  makers  are  no  rarity — the  woods  are  full  of  'em.  They  are  generally 
distinguished  by  poor  wheels,  bad  records,  and  over-sensitiveness.  When  riders  are  given  advice 
for  separating  the  chaff  from  the  wheat— poor  bicycles  from  the  good— the  frightened  maker  cries 
out  like  the  guilty  schoolboy,  "Please,  sir,  'tain't  me." 

"A  guilty  conscience  needs  no  accuser,"  for  it  can  no  more  withstand  the  light  of  investigation 
than  a  butterfly  could  endure  the  blows  of  a  steam  hammer. 

Beware  of  the  maker  who  is  haunted  by  honest  words — of  the  one  who  is  ever  ready  to  "put 
on  the  coat"  of  disapprobation. 

Buy  a  Victor,  which  is  made  in  the  largest  and  finest  bicycle  plant  in  America  devoted  exclu- 


60  POWELL'S  PRACTICAL  ADVERTISER 

sively  to  the  production  of  high  grade  machines.      Night  and  day  the  hum  goes  on,  week  in  and 
week  out,  stopping  only  for  Sundays. 

Have  you  sent  for  our  art  catalogue? 

OVERMAN  WHEEL  CO., 

SPRINGFIELD  BRANCH,  -  -  128  WORTHINQTON  STREET. 


It  is  needless  to  say  that  this  permanently  stopped  further  Warwick  reply.  It  is  also  need- 
less to  say  that  I  would  not  mention  this  incident  in  this  book,  only  for  the  fact  that  the 
Warwick  Wheel  ceased  to  exist  years  ago. 

At  this  time,  it  seems  to  me  that  this  sort  of  advertising  was  justified,  since  direct  personali- 
ities  were  eliminated,  and  more  than  that,  a  damper  was  effectually  put  on  misleading  statements 
and  inferences. 

The  student  will  find  considerable  food  for  reflection  in  the  two  Victor  ads.  in  question, 
especially  as  they  have  that  "ring"  and  "swing"  which  do  much  to  keep  the  reader  interested. 

The  first  one  is  a  pretty  good  argument  in  favor  of  Victor  Superiority,  and  would  not  be 
construed  as  an  attack  on  any  particular  make  of  wheel.  The  second  ad.  would  have  been  less 
appreciated  save  for  the  Warwick  people  "putting  the  coat  on"  and  "butting  in." 

In  all  my  experience,  I  have  never  had  another  opportunity  in  which  such  tactics  seemed 
permissible,  and  it  is  a  good  thing  that  such  conditions  are  infrequent. 

One  source  of  aggravation  is  through  the  efforts  of  competitors  who  persistently  copy  your 
ideas,  both  in  business  and  advertising.  For  example,  I  originated  some  two  or  three  years  ago  a 
two-page  reading  ad.,  with  an  emblematical  heading  and  other  characteristic  features,  such  as  "by 
George  H.  Powell,"  a  unique  arrangement  of  testimonials,  portraits,  etc.,  etc. 

Early  in  1905  a  competitor  began  a  slavish  copy  of  this  particular  style,  and  while  it  of  course 
is  a  public  admission  of  my  originality,  yet  I  felt  justified  in  incorporating  in  some  of  my  ads.  the 
following  as  a  closing  paragraph,  which  would  raise  in  the  reader's  mind  serious  doubt  as  to  the 
usefulness  of  a  correspondence  school  that  saw  the  necessity  of  copying  the  efforts  of  a  competing 
teacher: 

"  Look  over  my  signed  ads.  and  advertising  methods  of  the  past  two  or  three  years  and  compare  with  the  frantic  attempts 
of  the  last  remaining  imitators  to  copy  my  style,  arrangement  and  expressions.  The  Powell  System  has  driven  about  the  last 
unworthy  course  to  the  wall." 

Again,  no  names  are  mentioned,  and  the  strength  of  this  paragraph  lies  in  its  truth  about  the 
alleged  offense  which  the  doubting  reader  can  easily  confirm.  Otherwise  the  unsupported 
statement  would  become  mere  wind,  and  do  more  harm  than  good,  probably. 

And  finally,  above  all  things,  keep  personalities  entirely  out  of  your  advertising,  and  never 
make  a  leader  of  your  competitor's  trickiness  or  inferiority.  Make  it  a  sort  of  clincher  in  support 
of  good  business  talk,  in  the  wind  up. 

Laying  Out  the  Ad. 

The  diagram,  specimen  No.  i,  shows  how  the  ad.  writer  prepares  his  ad.  plan  for  the  printer. 
This  enables  him  to  show  the  latter  just  what  style  and  shape  is  desired.  Of  course,  where  an  ad. 
consists  only  of  a  design,  as  commonly  used  in  general  advertising,  with  a  blank  space  for  the 
text  type,  no  lay  out  is  needed  and  it  is  only  necessary  to  mark  No.  1  in  the  blank  of  proot,  and 
make  a  corresponding  number  on  a  sheet  where  there  is  plenty  of  room  for  writing. 

To  lay  out  an  advertisement  measure  off  the  exact  size  with  a  ruler,  and  then  fill  in  roughly 
with  a  pen  the  important  display  lines  as  shown.     No  need  to  imitate  any  size  or  style  of  type  or 


ADVERTISEMENT  CONSTRUCTION  IN  GENERAL 


61 


l2|o 

Border 


56  fo. 
/Gothic 


7 


John  Jones ^  Co. 

Men's  Correct  Dress-- 

Tor  Social  Functions 


^ 


Are  You  Ready 
rorThe  Horse  Show! 


.^ 


i 


Gothic 


The  Smartest  Assortment 


¥g 


2^p 
DgV. 


Specimen  No.  1. 


border.  The  small  body  part  should,  if  necessary,  be  written  on  a  separate  sheet  of  paper  where 
there  is  plenty  of  room,  viz.,  for  the  spaces  Nos.  i  and  2.  To  know  how  much  space  you  have 
for  wording  find  some  ad.  in  a  paper  that  has  about  the  size  type  you  want,  and  then  count  the 
words  you  can  get  in  a  given  space  and  write  accordingly,  or  consult  table  on  page  14.  If 
you  have  a  proof  of  the  cut  or  cuts  to  go  in  an  ad.,  paste  where  you  want  to  show,  or  mark  off  the 
space,  and  the  printer  will  understand  when  you  hand  him  the  cuts;  but  if  more  than  one  cut, 
mark  the  description  for  identification. 

Proof  Reading. 

Specimen  No.  2  shows  the  marks  employed  by  proofreaders  in  correcting  errors  of  compo- 
sition, and  the  explanations  are  so  clear  and  the  applications  so  direct  that  nothing  additional  is 
needed.  It  may  be  well  to  state,  however,  that  while  these  marks  are  99  per  cent,  standard,  yet 
there  are  variations  in  other  systems,  in  unimportant  detail.  Any  printer  will  understand  any 
mark  in  use. 


62 


POWELL'S  PRACTICAL  ADVERTISER 


Proof   Reader's  Correction    Marks, 

with     All    Necessary 

Explanations. 

The  student  in  proof  reading  should 
practice  these  marks  by  looking  over  and 
marking  proofs  full  of  errors.  Practice  is  the 
only  thing  that  will  make  perfect,  and  if  the 
reader  can  obtain  extra  copies  of  proofs  from 
some  piinter  it  will  be  well  worth  the  trouble. 
Students  of  the  Powell  Correspondence  System 
of  Instruction  are  furnished  with  error  sheets 
for  correction. 


«^  /  Thoug 
'the  indivi 


Thoucth  several  differing  opinions  exist  as  to 


ndividual  by  wWom  the  art  of  printing  was 

first  discovered;   yet  all  authorities  concur  in 

admitting    Peter  Schoeffer    to  be  the  person  ^ 

who  invented  cast  metal  types,  having  learned 

'Jj    tlie  art  of  of  cutting  the  letters  from  the  Gu- 

5;/  tenbergs/  he   is  also  supposed   to  have  been 

'#    the  first  whoengraved  on  copper  plates.    The ' 
A  A  J 

following  testimony  is  preseved  in  the  family, 

'  t^by'/jo.l^Fred.'/Faustus.^'of  l^Ascheffenburg: 

■oi — I  /\'  Peter    Schoeffer.    of    Gernsheim,    perceiving 

"\y   his  master  Fausts  design,  and  being  himself 

"y,  ^desirous  \  ardently]  to  improve  the  art,  found 

out    (by    the    good    providence  of  God)    the 

method   of   cutting  (iiuidetidi)   the  characters 

in  a  matrix,  that  the  letters  might  easily  be 

''/  singly  cast!   instead   of   bi^ng   cut.      He    pri- 

"  I    vately  cut  matricesj^  for  the   whole   alphabet 

Faust  was  so  pleased   with    the  contrivan 

"^s.l  he  promised  J*eter  to  give  him  \neron\y 

■' -'^ughter    Christina    in    marriage,  ^;r   promise 

^which  he  soon  after  performed. 


'^ 


'«/?<*. 


/-/ 


6/.yoaA4 


^_ji    ^  But    there   were    many^.<lifficulties   at    first    ^"^ 'I 
with  these  letters,  as^/tnere  had   been  before 

^  .    with   wooden   oneythe  metal   being  too   soft 
to  support   th^^orce  of   the  im  pression:   but  ^ 
this   defect    was    soon    remedied,    by    mixing 
a  sutj^nce  with  the  metal  which  sulliciunlly 

5  Q   ha^cned  it/ 

/\  ana  i^ue/i,  ue  :)/ioi^c(/  /u,>  7?ta,4^cl,  //le 
ce/^e-l^  ccM^  Aom  ^u&}e  ■nia^U'ceij 

Specimen  Xo.  2 


a. 


Explanation  of  the  Corrections. 

A  wrong  letter  in  a  word  is  noted  by  drawing  a  short  per* 
pendicular  line  through  it,  and  making  another  short  line  in 
the  margin,  behind  which  the  right  letter  is  placed.  (See  No.  I.) 
So  with  whole  words  also,  a  line  being  drawn  across  the  wrong 
word  and  the  right  one  written  in  the  margin  opposite. 

A  turned  letter  is  noted  by  drawing  a  line  through  it,  and 
writing  the  mark  No.  2  in  the  margin. 

If  letters  or  words  require  to  be  altered  to  make  them  more 
conspicuous,  a  parallel  line  or  lines  must  be  made  underneath 
the  word  or  letter, — viz.  for  capitals,  three  lines ;  small  capi- 
tals, two  lines;  and  Italic,  one  line;  and,  in  the  margin  oppo- 
site the.  line  where  the  alteration  occurs,  Caps,  Small  Caps,  or 
Ital.  must  be  written.     (See  No.  3.) 

When  letters  or  words  are  set  double,  or  are  required  to  be 
taken  out,  a  line  is  drawn  through  the  superfluous  word  or 
letter,  and  the  mark  No.  4  placed  opposite  in  the  margin. 

Where  the  punctuation  requires  alteration,  the  correct  point 
should  be  written  in  the  margin.    (See  No.  5.) 

When  a  space  has  been  omitted  between  two  words,  a  caret 
must  be  made  where  the  separation  ought  to  be,  and  the  sign 
No.  6  placed  opposite  in  the  margin. 

When  a  word  should  form  a  compound  with  another,  it  is 
denoted  as  in  No.  7. 

When  a  letter  has  been  omitted,  a  caret  is  put  at  the  place 
of  omission,  and  the  letter  marked  as  No.  8. 

Where  a  line  is  too  widely  spaced,  the  mark  No.  9  must  be 
placed  between  the  words  and  also  in  the  margin. 

Where  a  new  paragraph  is  required,  a  quadrangle  is  drawn 
in  the  margin,  and  a  caret  placed  at  the  beginning  of  the  sen- 
tence.    (See  No.  10.) 

No.  II  shows  the  way  in  which  the  apostrophe,  inverted 
commas,  the  star  and  other  references,  and  superior  letters 
and  figures,  are  marked. 

Where  two  words  are  transposed,  a  line  is  drawn  over  one 
word  and  below  the  other,  and  the  mark  No.  12  placed  in  the 
margin;  but  where  several  words  require  to  be  transposed, 
their  right  order  is  signified  by  a  figure  placed  over  each  word, 
and  the  mark  No.  12  in  the  margin. 

Where  words  have  been  struck  out  that  have  afterward 
been  approved  of,  dots  should  be  marked  under  them,  and 
stct  written  in  the  margin.     (See  No.  13.) 

Where  a  space  sticks  up  between  two  words,  a  horizontal 
line  is  drawn  under  it,  and  the  mark  No.  14  placed  opposite, 
in  the  margin. 

Where  several  words  have  been  left  out,  they  are  tran- 
scribed at  the  bottom  of  the  page,  and  a  line  drawn  from  the 
place  of  omission  to  the  written  words,  (see  No.  15;)  but  if  the 
omitted  matter  is  too  extensive  to  be  copied  at  the  foot  of  the 
page,  Out,  see  copy,  is  written  in  the  margin,  and  the  missing 
lines  are  enclosed  between  brackets,  and  the  word  Out  is 
inserted  in  the  margin  of  the  copy. 

Where  letters  stand  crooked,  they  are  noted  by  a  line,  (see 
No.  16;)  but,  where  a  page  hang^s,  lines  are  drawn  across  the 
entire  part  affected. 

When  a  smaller  or  larger  letter,  of  a  different  fount,  is  im- 
properly introduced  into  the  page,  it  is  noted  by  the  mark 
No.  17,  which  signifies  wrong  fount. 

If  a  paragraph  is  improperly  made,  a  line  is  drawn  from 
the  broken-off  matter  to  the  next  paragraph,  and  No  H  written 
in  the  margin.     (See  No.  18.) 

Where  a  word  has  been  left  out  or  is  to  be  added,  a  caret 
must  be  made  in  the  place  where  it  should  come  in,  and  the 
word  written  in  the  margin.     (See  No.  19.) 

Where  a  faulty  letter  appears,  it  is  denoted  by  making  a 
cross  under  it,  and  placing  a  similar  mark  in  the  margin,  (see 
No.  20,)  though  some  prefer  to  draw  a  perpendicular  line 
through  it,  as  in  the  case  of  a  wrong  letter. 

Where  a  word  has  been  accidentally  separated  by  a  space, 
it  is  marked  as  iti  No.  21. 


A 

* 


Preparation  of  Retail  and 
Local  Advertising 


■9^ 


Orieinal    Wanamaker    Advertising,    Developments,    Models    for   Lar^e    and    Small 

Retail  Advertisers,  Suitable  Typography,  Display,  What  to 

Say,  Classified  Advertising,  Puffs,  Etc. 


The  fact  being  established  that  advertising  pays  when  properly  executed,  a  brief  resume'of 
the  development  of  retail  and  local  advertising  will  be  of  interest. 

Twenty-five  years  ago  merchants  were  universally  using  the  most  commonplace  copy  for  their 
newspaper  announcements.  Irregular  display,  lack  of  individuality  and  absence  of  real  news 
features  were  the  chief  characteristics  of  this  period.  Special  illustrations  were  unknown.  The 
professional  advertising  writer  did  not  exist. 

But  May  i,  1880,  saw  the  beginning  of  a  new  era,  for  on  this  momentous  day  John  Wana- 
maker Inserted  in  the  Philadelphia  papers  the  first  single  column,  1 2-point-Old-Style-Roman 
advertisements  ever  seen  in  this  country,  and  it  seems  fitting  that  they  shall  be  given  precedence 
in  this  department.  Specimens  Nos.  3  and  4  are  the  efforts  in  question  and  they  were  at  that 
time  many  steps  in  advance  as  regards  the  conversational,  chatty  style. 

One  thing  I  wish  particularly  to  impress  at  this  time— the  fact  that  these  early  ads.  were 
mostly  "introduction,"  and  that  description  and  price  occupied  very  meagre  space. 

Imitators  of  the  so-called  Wapamaker  style  sprang  up  in  various  parts  of  the  country,  and 
they  apparently  failed,  for  the  most  part,  to  grasp  the  vital  elements  which  insured  success.  In 
many  instances  the  efforts  were  painful  and  labored,  and  as  a  result  the  new  born  imitative  "  Ad 
Smith  "  shortly  found  himself  a  discredited  specialist  who  couldn't  get  paying  results.  He  lacked 
experience  and  the  proper  training. 

But  the  Wanamaker  advertising  progressed  rapidly.  Gradually  a  whole  column  space  per 
day  was  reached  ;  then  a  column-and-a-half,  two  columns,  and  so  on,  until  the  full  page,  Jan.  i, 
1899,  marked  the  culmination  of  nineteen  years  of  careful  planning  and  forward  march.  ^ 

As  time  rolled  on  the  Wanamaker  store  discovered  that  bargains  and  descriptions  were 
mighty  advertising  factors,  and  that  the  "hot  air"  and  "self-congratulation"  which  are  very  useful 
to  a  certain  extent,  will  not  keep  readers  interested  forever.     And  the  reason  is  plam. 

An  examination  of  specimen  No.  5,  the  1905  style,  shows  the  change  adopted.  It  shows, 
also,  the  use  of  illustrations  and  sensible  sub-head  display  lines— something  that  tells  you  what 
sort  of  merchandise  is  to  be  thrust  under  your  very  eyes  at  attractive  prices. 

Every  Wanamaker  ad.  of  to-day  contains,  as  a  rule,  the  successful  features  which  make  retail 
publicity  a  success — 

First,  chaste,  sensible  display  which  gives  plenty  of  prominence,  and  is  legible. 
Second,  illustrations   that   illustrate   the   merchandise,  and  not  some  unimportant  display  or 
far-fetched  phrase. 

Third,  good  introductory  text  which  is  of  interest  to  shoppers. 
Fourth,  good  descriptive  matter  and  prices  in  type  easily  read. 

I  only  give  the  Wanamaker  advertising  prominence  because  it  was  the  first  good  retail  effort, 
and  because  it  has  no  superior  to-day.  All  large  cities  now  have  their  expert  ad.  writers,  and 
Wanamaker  is  not  the  only  pebble,  but  a  single  reference  in  this  connection  is  sufficient.  In  fact, 
all  good  department  stores  of  any  importance  use  the  same  general  ideas,  although  some  ad. 
writers  surpass  others  in  arrangement  and  introductory  smoothness.  The  latter  feature  with 
Wanamaker  was  at  the  beginning,  as  now,  beyond  criticism.  Some  stores  make  no  attempt  to 
introduce  brief,  flowery  talk,  but  there  is  no  doubt  that  it  does  much  to  break  up  monotony. 


63 


64 


POWELL'S    PRACTICAL   ADVERTISER. 


CLOTHING 


STRANGERS' 

DIRECTORY 

TO  THE 

WANAMAKER    STORES 


For  dry  goods  and  general 
merchandise:  Thirteenth,  Mar- 
ket and  Chestnut  Streets. 

For  Men's  and  Boys'  Cloth- 
ing, ready-made  and  to  order: 
Oak  Hall,  Sixth  and  Market 
Streets. 

For  the  finest  clothing  ready 
made,  and  for  the  finest  mer- 
chant tailoring  :  Chestnut, 
between  Eighth  and  Ninth 
Streets. 


The  one  feature  of  these 
stores,  which  has  made  them 
what  they  are,  is  that  every 
buyer  goes  out  of  them  satis- 
fied. He  can't  help  being 
satisfied — the  goods  are  ex- 
actly what  they  are  sold  for, 
and  the  prices  are  the  lowest 
to  be  found  anywhere.  The 
buyer  enforces  these  promises 
by  returning  anything  he 
doesn't  want  at  the  price. 


Visitors  from  curiosity  wan- 
der at  will  or  are  conducted 
by  guides  as  they  may  prefer. 
They  are  welcome. 


UNDERWEAR 
Ladies  cannot  afford  to 
make  their  own  underwear, 
whether  for  economy  or  qual- 
ity. Our  prices  are  little  more 
than  the  usual  cost  of  material, 
even  for  low  priced  goods  we 
use  excellent  muslin  ;  and  the 
work  whether  fine  or  plain  is 
alike  good. 

Ready  made  underwear  has 
greatly  improved  within  a  year. 
Thousands  of  garments  are 
made  exactly  alike  ;  and  how 
to  do  each  part  of  the  work 
better  and  better  and  cheaper 
and  cheaper,  is  our  study;  and 
not  ours  only  but  of  the 
experts  we  employ. 


The  bulk  of  the  under- 
clothing now  worn  in  Phila- 
delphia is  ready  made,  just  as 
the  bulk  of  Men's  and  Boys' 
clothing  is  ready  made,  and 
for  the  same  reason,  viz.,  most 
people  prefer  ready  made 
clothing  at  the  price. 

We  have  had  our  share  in 
bringing  down  prices  and  in 
helping  people  to  better  cloth- 
ing, as  our  townspeople  know. 
W^e  are  selling  certain  articles, 
of  which  we  have  too  many  at 
a  quarter  off  to-day. 

Ladies'  underclothing  is  just 
West  of  the  Chestnut  Street 
entrance. 

JOHN   WANAMAKER. 
Thirteenth,  Market  and  Chestnut. 

Specimen  No.  3. 


It  is  another  kind  of 
"  relief  station,"  that  sepa- 
rates a  solid  mass. 

The  full  page  Wana- 
maker  ads.  are  practically  just 
so  many  store  papers,  and 
their  news  value  to  shoppers 
cannot  be  overestimated. 

The  Wanamaker  rule  is 
to  use  just  as  much  space  as  is 
needed  day  by  day.  There 
is  no  set  plan.  Those  depart- 
ments which  need  stimulation 
are  advertised,  and  no  at- 
tempt is  made,  save  possibly 
in  some  of  the  page  adver- 
tisements, to  fill  a  regular 
given  amount  of  space.  And 
a  pretty  good  lesson  it  is  to 
inexperienced  advertisers.  The  mere  "filling  of  space  "  has 
blasted  the  hopes  of  many  a  retailer,  who  did  not  know  that 
his  advertising  should  be  newsy,  chatty  and  deal  only  with 
attractive  merchandise — without  undue  padding. 

One  more  consideration  before  taking  leave  of  the  Wana- 
maker advertising  —  his  merchandising  policy.  Wanamaker 
stands  back  of  every  sale.  One  of  his  clerks  sells  you  a  misfit 
pair  of  gloves  which  you  return  after  wearing  a  few  days — you 
get  a  new  pair  that  does  fit,  or  your  money  back  without  a 
quibble.  The  ruling  principle  is  to  give  the  customer  a  square 
deal  every  time,  and  to  immediatelv  right  every  wrong.  Over- 
stating facts  is  absolutely  prohibited. 

Broad  policy,  clever  advertising  and  a  continual  striving 
to  keep  just  a  little  ahead  of  competition  is  the  sum  total  of 
Wanamaker  success — with  one  factor  missing.  And  that  one 
factor  is  Mr.  Wanamaker's  own  commercial  instinct,  without 
which  no  man  can  tower  so  conspicuously  above  thousands  of 
other  great  dealers. 

Of  course,  this  famous  merchant  has  always  employed  the 
highest  priced  advertising  managers  and  assistants,  because  he 
isn't  foolish  enough  to  waste  his  own  time,  when  more  import- 
ant things  demand  his  generalship  ;  but,  nevertheless,  he  did 
early  acquire  ad.  writing  ability  and  has  ottcn  prepared  certain 
characteristic  copy. 

Type  and  Border  for  Retail  Advertisements. 

Old  Style  Roman  for  text  matter  and  one  display  style, 
such  as  Winchell,  Blanchard,  John  Hancock,  etc.,  are  equally 
useful  in  the  small  dealer's  ad.  or  in  the  page  department  store 


PREPARATION  OF  RETAIL  AND  LOCAL  ADVERTISING. 


65 


FIRST  OF   MAY 

The  Boys  are  out  of  school 
to-day;  and  their  Spring 
Clothes  are  ready.  Spring 
weather  is  coming. 

Little  Boys'  Suits  from  $2.50 


trousers 
Middle  Sized  Boys' 

trousers 
Big  Boys'  Suits 

trousers 


1. 00 
5.00 
1. 00 
7.00 
2.00 


These  are  our  bottom  prices; 
but  the  stuff  will  wear — we 
waste  no  work  on  bad  cloth  ; 
it  wouldn't  pay.  We  have 
plenty  of  higher  prices, 
though. 

JOHN    WANAMAKER  &  CO. 
Chestnut,  between  Eighth  and  Ninth. 


TWENTY  DOLLARS 

We  are  making  to  measure 
a  business  suit  from  fifty  or 
sixty  excellent  all-wool  fabrics 
at  Twenty  Dollars.  It  is 
worth  more  than  Twenty 
Dollars.  It  is  good  enough 
for  anybody. 

There  is  a  great  variety  in 
these  goods.  The  town  is 
not  going  to  be  flooded  with 
all  of  one  sort  ;  nor  of  one  cut 
either. 

WANAMAKER  &  BROWN. 
Oak  Hall,  Si.xth  and  Market. 

Specimen  No.  4. 


spread.     Simplicity  and  chaste  effect  cannot  be  obtained  by  a 
mixture  of  many  different  styles  of  type. 

I  give  Old  Style  Roman  first  place  as  a  text  type  for  the 
reason  that  it  is  the  best  all-round  face  in  existence — always 
easy  to  read,  and  affording  more  actual  relief  to  the  eye  than 
any  other  design. 

Types  of  the  Avil-Cheltenham  standard  are  particularly 
good  from  12  point  up,  as  I  have  elsewhere  stated,  but  their 
novelty  is  something,  and  were  they  to  enter  into  ad.  compo- 
sition as  largely  as  Roman  does,  the  massing  would  un- 
questionably tire  the  eyes. 

I  do  not  care  for  text  set  in  French  Old  Style  or  Elziver, 
which  are  almost  the  same,  as  a  condensed  letter  is  not  so 
agreeable  to  the  eye  as  a  square  face.  See  specimens  Nos.  5, 
6,  and  7,  and  compare  the  text  with  Caslon  Old  Style. 

Specimens  Nos.  27,  28  and  29  show  the  virtue  of  limited 
display  and  one  style,  although  the  display  in  No.  28  is  John 
Hancock  for  most  of  the  headings,  and  only  resorting  to 
John  Hancock  Extended  in  some  of  the  double  column  de- 
partments because  of  the  few  words  in  a  wide  measure. 

The  use  of  borders  for  retail  advertising  should  be  limited, 
and  only  in  large  ads.  can  they  be  employed  with  much 
freedom.  The  common  custom  of  using  a  i2-point  border 
on  a  retail  ad.  of  but  a  few  inches  space  is  generally  unnecessary, 
because  it  eats  up  room  and  curtails  more  important  things. 
My  preference  in  this  kind  of  advertising  is  nothing  larger 
than  6  point  and  even  a  3  point  border  is  large  enough.  The 
ideal  small  ad.  of  this  class  has  no  border  at  all.  Borders 
Nos.  3095,  3628,  Wayside  473,  etc.,  are  good  only  on  very 
large  ads.,  such  as  full,  half  and  quarter  pages,  etc.  Many 
use  only  a  double  rule  effect  such  as  may  be  noted  on  the  page 
of  Newspaper  Borders. 

The  reason  why  border  elaboration  in  retail  advertising  is 
unnecessary  is  because  the  dealer  who  runs  good  copy  regularly 
tells  his  story  so  interestingly,  and  provides  such  good  illustra- 
tions that  the  community  is  educated  to  look  for  his  announcements  and  under  such  conditions  the 
"eye-blazing"  effect  is  out  of  place.  An  examination  of  the  first  eighteen  ads.  in  the  Cyclopedia 
will  make  my  meaning  plain,  and  it  may  be  well  to  add  that  thousands  of  Greater  New  Yorkers 
regularly  look  for  them,  even  though  some  are  contrary  to  the  best  standards. 

Proper  Display  Heads. 

Nothing  is  simpler  than  the  correct  displaying  of  an  ad.  Very  few  rules  are  needed,  the  prin- 
cipal one  being  an  avoidance  of  display  type  for  words  that  alone  mean  nothing.  For  example: 
"IT  IS  GREAT."  Now  this  at  the  commencement  of  an  ad.  is  a  most  foolish  waste  of  space, 
as  the  casual  reader  who  is  in  the  market  for  clothing,  furniture  or  other  things,  will  nine  times 
in  ten,  not  be  interested,  and  therefore  a  possible  customer  may  be  lost. 

Supposing  the  ad.  is  about  clothing  and  the  display  is  "$20  OVERCOATS  AT  A  HALF" 
can  there  be  any  doubt  as  to  the  superiority  of  this  specific  information  in  comparison  with  some- 
thing that  is  equally  applicable  to  beer,  drugs,  etc.? 


66 


POWELL'S   PRACTICAL  ADVERTISER 


"Many-Sided" 

is  this  queer  old  store — 
yet  always  one  in  prin- 
ciple. To-day  s  news 
shows  this  very  well. 

yum  ping  f  r  o  m  6  c 
chambray  we  now  an- 
nounce: 

Reduced  Prices  on 
Our  Finest  Sables 

Our  finest 
Russian  sable 
neck  furs  and 
muffs  as  well 
as  the  Hudson 
Bay  sables. 

At  least  one- 
third  reduc- 
tion on  every 
piece;  on 
some,  more. 
Simply  be- 
cause we  start 
each  season  with  fresh  goods ; 
couldn't  if  we  didn't  sell 
these  furs  before  the  winter 
is  over. 

The  color  of  sable  varies 
considerably  from  a  light  to 
a  very  dark  brown,  the  dark- 
est skins  being  the  more 
desirable  among  the  Russian 
sables. 

Hudson  Bay  sables,  which 
belong  to  the  marten  family, 
get  their  name  only  from 
their  resemblance  to  Russian 
sable,  are  never  quite  so  dark 
as  the  imported  skins. 

Every  piece  of  sable  that 
we  sell  is  chosen  for  its 
beauty  of  color,  fineness, 
softness  and  perfection. 

Natural  Hudson  Bay  sablo  fancy  boas, 
fur  both  sides,  furnished  with  tails 
and  claws  on  back  and  ends,  $50 
was  $85. 

Four-skin  natural  Hudson  Bay  sable 


Bay 
and 


boa,  fur  both  sides,  trimmed  with 
numerous  tails,  heads  and  claws,  $60 
was  $90. 

Fancy  four-skin  boa,  of  natural  Hud- 
son Bay  sable,  trimmed  with  tails 
and  head,  ends  can  be  worn  tied,  ifTo 
was  |110. 

Fancy  broad  collar  of  Hudson 
sable,  trimmed  with  sable  tails 
claws,  $90  was  |135. 

Russian  sable  four-skin  double  boa, 
trimmed  with  numerous  tails  and 
natural  heads,  $100  was  $150. 

Russian  sable  three-skin  double  boa, 
trimmed  with  tails  and  claws,  $115 
was  $175. 

Hudson  Bay  sable  stole,  fur  both  sides, 
trimmed  with  tails,  $130  was  $200. 

Russian  sable  eight-skin  set,  straight 
boa,  furnished  with  tails  and  claws, 
large  pillow  muff,  $-425  was  $650. 


Winter-  Weight  Reefers 
and  Jackets  for  Girls 

Remainders, 
about  half  us- 
ual prices. 

65  regula  tion 
reefers,  $4. 

Blue  and 
dark  brown, 
brass  buttons, 
chevron  on 
sleeve,  cam- 
^     y  el's-hair  chev- 

iot, cut  on  boys' 
patterns.  Sizes  4  to  lo years. 
Worth  ^7.^0. 

75  kersey  jackets,  $5. 
All  black;  trimming  of  nar- 
row braid,  lined  with  satin; 
worth  ^10  according  to  us- 
ual standards,  were  ^7.^0 
here,  but  the  little  remainder 
must  get  out  of  the  way — 
cut  over  generous  patterns, 
small  women  can  be  fitted. 

(Second  floor.  Chestnut  street) 


Women's  Suits, 
$18  and  $25 

Made  from  surplus  lots  of 
fabrics. 

The  $1S  kind  cheviot— worth  $25. 
The  $2")  kind  broadcloth— -worth  $-10. 
Most  black,  with  a  scattering  of  blue. 

Pleated  skirts,  with  long 
tight-fitting  coats — of  course, 
we  selected  our  own  style 
and  chose  that  which  has 
been  selling  best  all  winter. 

(Second  floor.  Chestnut  street) 
S|)cciinon  Xo.  5. 


Blankets,  Spreads 
Comfortables 

Now  is  the 
timetoremem- 
ber  all  that  we 
have  been say- 
ing about  Mis- 
sion Mills 
blankets — that  they  are  the 
best  to  be  had,  and  that  we 
sell  them  exclusively  (in 
Philadelphia). 

For  here  are  TO  pair  of 
Mission  Mills  blankets  re- 
duced in  price,  simply  be- 
cause we  have  too  many  of 
this  one  size — 78x86  inches: 
$9.75  a  pair,  vi^ere  $12. 
All  wool,  with  wide  silk 
bindings. 

Other  things  to  buy  now 
in  the  bedding  store. 

Ml.  Vernon  blankets,  a  handsome 
white  blanket,  78x84  in.,  weighing  6i 
pounds.  ^0  a  pair — our  regular  $6.75 
quality. 

Single  blankets  for  making  into 
dressing  gowns ;  fifteen  all-wool  blan- 
kets in  quiet  and  very  pretty  pink-anil- 
white,  blue-and-white  and  green-and- 
white  patterns.  §3.75  each — our  regu- 
lar §7  quality . 

Silk-covered  down  quilts,  a  few  odds 
and  ends  of  the  finer  kinds  : 
$12  were  $17.50  $17.50  were  $35 

$25  were  $40 

While  hril'^jirrads  a  number  of  dif- 
ferent weaves ;  full  double-bed  sizes: 

Crochet  spreads,  $1  wore  $1.25. 

Crochet  spreads,  Marseilles  pattern, 
$1.15  were  $1.35. 

Marseilles  pattern,  $1.25  were  $1.50. 

Best  quality  Marseilles  patterns, 
$1.50  were  $l.f5. 

Silk  blankclfi,  made  in  Italy ;  some 
of  the  finer  qualities  : 

$3  were  .tO,        $4  were  $7.50 
(Third  floor.  Thirteenth  street) 


Eiderdown   Robes 

tor    Freezing    Weatfier 

$3-75 
worth  $5  and  $5.50 

Easy  to  slip  into,  with 
their  silk  frog  fastenings  and 
rope  girdle. 

Some  of  ripple-faced  eider- 
down, others  pressed  to  form 
stripes,  trimmed  with  stitched 
satin  bands  or  applique, 
mostly  pink  and  blue. 

(Second  floor,  first  gallery) 


PREPARATION  OF  RETAIL  AND  LOCAL  ADVERTISING. 


67 


This  Was  a  Man's 
Store 

before  it  bccnrne  a  women's 
— forty  years  ago,  when  we 
used  to  sell  clothing  all  over 
the  United  States. 

To-day  u-e  still  sell  cloth- 
ing of  all  kinds  [except  cot- 
ton) for  men  and  boys. 

No,  not  all  kinds — there  is 
anotherexceptionbesidcscot- 
ton;  many  other  exceptions. 

We  won't  sell 
clothing  tliat's 
badly  tailored. 

We  won't  sell 
.clothing  that's 
too  high  in 
II  III ilj  I,  price,  quality 
I  mm  I  considered; 
'rp  '  though  we  sell 
Montagnac  overcoats  for  ^60 
— showing  that  we  sell  the 
finest  at  any  price,  if  it's 
worth. 

We  won't  sell  clothing  that 
won't  every  day  say  a  good 
word  for  us  to  the  owner. 

Things  have  come  to  such 
a  pass  in  some  stores  that 
they  buy  clothing  to  sell  in 
their  reduction  sales,  adver- 
tising it  all  as  their  own 
stock  reduced  in  price. 

Thus  we  see  some  trous- 
ers marked  ^6.^0— were  ^8. 5-0, 


which  we  duplicate  in  our 
stock  at  ^4.50. 

Our  prices  are  marked  too 
low  in  the  beginning  of  the 
season  to  stand  great  reduc- 
tions. 

But  we  always  keep  a 
fresh  stock  on  hand  at  prices 
that  often  more  than  match 
the  reduced  prices  in  other 
stores,  quality  considered. 

Suits  and  overcoats,  $\o 
up. 

(Market  street) 

In  the  basement  to-day, 
are  some  final  lots  of  clothing 
from  one  of  our  regular  man- 
ufacturers who  is  cleaning 
house. 

Fine  worsted  trousers  in 
quiet,  conservative  stripes, 
$4.50  per  pair,  worth  $7.50. 
A  special  lot  bought  from  the 
manufacturer  at  less  than 
regular  prices. 

Black  trousers  of  unfin- 
ished worsted  and  cheviot, 
$3.50  a  pair,  worth  $5.00 
to  $7.50. 

White  dress  vests,  $  i ,  were 
$4.50 and $5— slightly  soiled. 


Furniture  on  the 
First  Floor 

Some  space  on  the  Cross 
Aisle,  13th  St.  entrance,  is 
given  up  to  furniture  to-day. 

Specimen  No.  5,  Continued. 


to  show  what  good  things 
rummaging  is  turning  up. 

Such  as: 

Bedroom  Rockers 

flnldai  oak  arm  rocker,  well  braced, 
rush  scat,  nicely  shaped  back,  $5.50 
was  18.25. 

Bird's-eye  maple  rocker,  rush  seat, 
nicely  shaped  arms,  |6  was  $9. 

Golden  oak  arm  rocker,  hand-caned 
seat,  nicely  shaped  back  and  arms, 
,|3.50  was  $5. 

Golden  oak  arm.  rocker,  genuine  rush 
seat,  nicely  shaped,  $5.50  was  $8.25. 

Bedroom  Chairs 

Golden  oak  chair,  nicely  shaped  back 
and  hand-caned  seat,  .|2.25  was  $3.00. 

Golden  oak  chair,  box  and  hand- 
caned  seat,  nicely  shaped  back,  $3  was 
$4.25. 

Golden  oak  chair,  genuine  rush  seat, 
nicely  shaped  back,  $3.50  was  $5.25. 

Maple  chair,  rush  seat,  shaped  back, 
$3.50  was  $5.50. 

Bird's-eye  maple  chair,  box  and 
hand-caned  seat,  nicely  shaped  back, 
$3.50  was  $5.25. 

In  the  above  patterns  of  chairs  we 
have  a  limited  number  of  each  design 
in  stock.  We  also  have  a  number  of 
odd  chairs  and  nickers  in  golden  oak, 
natural  birch,  bird's-eye  maple,  ma- 
hoghany  finish  and  solid  mahogany, 
from  $1.50  to  $4. 

Arm  rockers  in  other  designs  from  |4 
to  $6. 

(Cross  Aisle,  first  floor) 

More  Men's  $3 
Derby  Hats,  $1.85 

Salesmen  were  busy  as 
beavers  yesterday. 

They  ought  to  be  ! 

The  hats  come  from  the 
best  maker  in  Philadelphia. 
Shapes  are  right,  quality  is 
right;  price  is  more  than  right 
—^1.8^.     Ought  to  be  #3. 

(New  Hat  Store,  Market  street) 


Where  an  illustration  that  really  illustrates  adjoins  a  display,  then  more  liberty  can  be  taken 
with  the  latter.  Example:  illustration  of  a  blazing  diamond  with  the  display,  "WE  GIVE  YOU 
CREDIT." 

Every  display  line  is  in  the  nature  of  a  shout,  and  no  greater  nuisance  exists  than  a  man  who 
shouts  every  other  word.  How  tiresome  it  would  be,  too,  to  be  obliged  to  read  a  popular  novel 
that  compelled  you  to  jump  from  good,  restful  Old  Style  Roman  to  a  dozen  display  lines  per  page! 

Usually  the  less  an  ad.  writer  knows  about  display,  the  more  he  indulges  in  it.  Remember 
that  it  is  only  to  attract  and  emphasize  your  offerings  and  cause  interested  people  to  read  about 
them,  and  the  more  specific  the  display,  the  better. 

Very  little  advertising  needs  more  than  a  main  display,  and  with  good  text  matter  no  fear 
need  be  entertained  that  people  will  not  read  it. 

A  mere  unconnected  phrase  in  big  type  is  worse  than  no  display  at  all.  Note  how  direct  are 
all  the  Wanamaker  headings.  Specimens  Nos.  6  and  7  have  displayed  addresses  that  would  look 
far  better  in  half  the  space. 


68 


POWELL'S  PRACTICAL  ADVERTISER 


Sometimes  I  wish  I 
iiad  less  conscience  and 
more  price  in  my  $2.00 
Hats. 

Nowadays  its  a  Warner  Hat. 

Below  Fulton. 
Below  Chambers. 
Below  Bleeker. 
NASSAU    .    .    Below  Maiden  Lane. 

Specimen  No.  6. 


^it. 


The  hit  trees  of  Spring 
shapes  are  jn  full  bloom. 
Since  I  am  satisfied  with 
$2.00  for  $r.0O. quality—you 
certainly  will  be. 


^^uvtifT^ljVS 


owvcv 

Nowadays  li's  a  Warner  I/al. 
,f  Below  Fulton, 
f  ]  Below  Chambers, 
(  Below  Bleeker. 

NASSAU    ,    ,    Below  Maiden  Lane. 

Specimen  No.  7. 


After  understanding  that  specific  display  is  all-important, 
then  comes  another  factor — the  mention  of  quantity  or  price, 
viz.:  "loo  PAIRS  MEN'S  OXFORDS  GO  ON  SALE 
TO-DAY,"  or  "$4  LADIES'  OXFORDS,  $3.20,"  instead 
of  "MEN'S  OXFORDS,"  etc.  Buyers  are  attracted  by  such 
display,  and  it  can  never  go  out  of  fashion. 

Symmetry  and  form  are  also  important  in  display,  especially 
in  retail  advertising  where  many  departments  are  included. 
See  specimens  Nos.  21  and  22.  The  former  is  a  fine  object 
lesson  that  compares  favorably  with  the  average  unskilled 
effort. 

The  arrangement  is  not  pleasing,  the  display  is  unscien- 
tific, scattered  and  overdone,  and  the  important  descriptive 
feature  is  wholly  overlooked.  No.  22  tells  its  own  story,  and 
I  will  only  emphasize  the  old  fact  that  main  display  in  two 
lines  in  one  size  and  style  of  type  is  ample,  since  the  shoe  cuts 
at  each  side  of  the  introduction  are  almost  sufficient  in  them- 
selves for  attracting  shoe  buyers.  The  sub-head  displays  in 
the  single  columns  are  always  better  than  a  wide  measure,  and 
the  descriptive  matter  immediately  following  should  be  in 
plain  Roman — no  display.  Prices,  of  course,  should  be  in- 
cluded. 

There  can  be  no  psychology  about  the  success  of  the  ad. 
that  combines  those  features  which  impart  buying  information. 


What  to  Talk  About  in  an  Ad. 

Let  the  student  jot  down  on  paper  the  points  contained 
in  any  good  ad.,  and  he  or  she  will  be  surprised  how  simple  it 
is  to  select  material.  The  trouble  is  not  so  much  to  get  this 
data,  as  how  to  utilize  it.  One  rule  should  be  to  first  decide 
on  the  different  things  the  ad.  is  to  exploit,  and  then  proceed 
to  write  the  introductory,  followed  by  description  and  price. 
After  writing,  the  beginner  will  find  that  a  re-writing  will  cut 
out  a  word  here  and  there  and  result  in  much  stronger  copy. 
Once  you  decide  on  the  article  or  articles,  then  write  the  first 
thing  that  comes    to    mmd.      Be    natural.      Don't    try   to    be 

humorous  all   the  time  and  wind    up  without  really  imparting 

any  information. 

Specimen  No.  25  shows  a  good  attempt,  but   I   have  re- 
written this  copy  as  shown  in  No.  26,  and  the  improvement  is 

too  evident  to  require  analysis. 

Talk  chattily,  but  don't  aim  to  be  a  mere  word  juggler. 

The  conversational   style   that   is   minus   information   for   the 

buyer  is   not  good   advertising.      Put  yourself  in  the  buyer's 

position.      You  run  across  an  underwear  ad.  that  is  all   hot  air 

and   brag,  with   perhaps   every  other    line    in    display.      Price, 

description,    etc.,   are    missing.      Will    you    take   time  to  see 

these  goods,  providing  another  advertiser  in  the  same   paper 

inspires  your  confidence  by  a  brief,  but  interesting   talk   on  a  Specimen  No.  8. 


SHOES  TO  FIT 

THE  WEARER 

ANDTHE  WEATHER 

RIGHT  IN  PRICE 
AND  STYLE 

ANDTHE  LEATHER 

FERGU50N&  DAVIS 

925  MAIN   5T. 


PREPARATION  OF  RETAIL  AND  LOCAL  ADVERTISING. 


69 


^h  ||4Tf 


For  the  Shampoo 

Everybody  knows  how 
beneficial  the  morning  sham- 
poo is — especially  in  warm 
weather. 

Simply  makes  you  feel  like 
an  intellectual  giant,  besides 
clearing  the  scalp  of  dandruff 
and  dirt. 

Two  hints  in  this  connec- 
tion—  our  Egg  Shampoo 
Cream  and  Glycerine  Tar 
Soap,  either  of  which  will  make 
a  thick,  creamy  lather  that 
quickly  cleanses  and  stimu- 
lates. 

Treat  your  head  twice  a 
week,  and  you  won't  need  to 
worry  about  falling  hair  or 
scalp  diseases. 

Cream  25c.,  Soap  loc. — take 
your  choice,  but  we  lean  a 
trifle  on  the  side  of  the  first — 
think  it  the  best  article  on  the 
market. 

After  the  Shampoo  a  good 
brush  and  comb  are  indispen- 
sable, and  our  $1.75  set  is  just 
the  thing — in  leather  case  for 
traveling. 

Specimen  No.  9. 


Tooth  Brushes,  Regularly 

25  Cents,  on  Sale  To= 

day  10  Cents 

About  every  known  style  of 
tooth  brush  is  represented  in 
the  large  new  stock  we  place 
on  sale  this  morning. 

Thick,  thin,  stiff,  medium 
and  soft  bristles  in  all  shapes 
from  the  old  fashioned  square 
article  to  the  latest  curved 
brush. 

They  fit  any  mouth,  tender 
or  tough. 

They  bristle  all  over  with 
goodness,  and  at  loc.  are 
kbout  the  greatest  bargains 
we  have  seen  in  our  ten  years' 
experience. 

Antiseptic  Pearl  Dentifrice 
— our  own  brand — to  go  with 
brush,  18c.  A  pure  powder 
that  makes  the  teeth  shine  like 
polished  pearls. 

Tooth  Paste  and  Liquid 
Dentifrice — all  leading  makes 
— at  bottom  prices. 

Specimen  No.  10. 


We  Invite  You  to  Sponge 
on  Us  To=day 

Three  big  sponge  propo- 
sitions : 

First,  a  15-cent  assortment 
of  pure  Rubber  Sponges  for 
face  or  body.  We  don't  ask 
the  usual  50  cents,  because 
they  are  slightly  irregular  in 
shape,  and  the  manufacturer, 
who  keeps  his  name  off  the 
tag,  was  willing  to  dump  a  big 
lot  on  us  for  spot  cash. 

Second,  several  barrels  of 
lo-cent  soft,  velvety  sponges 
for  dress  cleaning  or  regular 
use.  Larger  and  better  at 
i6c.  and  23c. 

Third,  a  big  lot  of  those 
tough,  rough,  carriage  and 
harness  sponges,  8c.  up.  Bet- 
ter buy  now  if  you  ever  ex- 
pect to  have  use  for  one. 

If  these  prices  are  not 
sponging  on  profits,  we  need 
lessons  in  arithmetic. 

Specimen  No.  11. 


certain  leading  brand  of  underwear  that  is  healthful,  superior  fitting  and  a  wonder  in  resistmg 
wear — and  offered,  perhaps,  at  a  special  sale  price  ? 

Pay  particular  attention  to  specimens  Nos.  9  to  14,  each  ad.  dealing  with  only  one  leadmg 
article.  Every  druggist,  almost,  who  advertises,  will  acknowledge  that  it  is  hard  to  decide  on  just 
what  to  talk  about.  The  trouble  is  this:  he  overlooks  the  dozens  of  articles  great  and  small  that 
people  want,  and  it  has  never  occurred  to  him  that  they  were  worth  an  ad. 

Banish  forever  the  idea  that  each  ad.  alone  must  fairly  catalog  most  of  the  store  stock.  The 
day  for  all  that  has  passed,  even  granting  that  it  ever  existed.  Anxiety,  too,  spoils  many  a  busi- 
ness man's  advertising  copy.  What  is  wanted  is  simply  a  continuous  stream  of  ads.  that  are  so 
bright  and  instructive  that  the  entire  community  gets  in  the  habit  of  looking  for  them. 


70 


POWELL'S  PRACTICAL  ADVERTISER. 

OS 


Some  people  seem  to  think 
that  the  drug  man  can  only  be 
associated  with  pills,  squills 
and  things  that  alleviate  suf- 
fering and  pain. 

They  don't  realize  that 
"times  have  changed  since 
Hannah  died,"  and  that  the 
real,  up-to-date  pharmacy  car- 
ries lots  and  lots  of  things 
that  are  a  part  of  the  well- 
being  and  comfort  of  the 
average  home. 

Another  fearful  blunder: 

The  idea  that  department 
stores  ask  less  for  these  goods 
than  we  do — notwithstanding 
our  long  established  reputa- 
tion for  close  profits,  and 
sometimes  none  at  all. 

If  Madame  will  inspect  our 
elegant  toilet  line  she  will  find 
an  interesting  assortment,  and 
way-down  prices — 

Combs,  4c.  to  69c.;  Brushes, 
1 8c.  to  $1.75;  Manicure  Sets, 
27c.  to  $1.10,  etc. 

But  here's  the  biggest  offer- 
ing: a  $2.50  silver-back  Brush, 
a  fi.oo  Comb  and  a  I3.00 
silver-back  hand  Mirror,  in  a 
celluloid  case,  silk  lined — All 
for  |3.89._ 

Where's  your  department 
store  ? 

Specimen  No.  13. 


If  You  Need  an  Atomizer 
or  Toilet  Water 

You  will  be  interested  in  the 
large  stock  we  have  just  open- 
ed, comprising  selections  from 
all  the  best  makers. 

An  Atomizer  at  23  cents 
that  the  small  dealer  only  parts 
with  at  40  cents. 

A  better  one — silver  deco- 
rated bottle — 90  cents,  and 
sold  universally  at  $1.25. 

Violet  Toilet  Water,  our 
own  laboratory  make,  21  cents 
and  37  cents — nearly  twenty 
per  cent,  under  price. 

We  sell  more  toilet  waters 
than  any  two  stores  in  town 
combined,  and  if  you  are  not 
immensely  tickled  with  any- 
thing we  sell  you,  back  goes 
your  money. 

Bath  Towel  sale  next  (to- 
morrow's ad.). 


Specimen  No.  13. 


Bath  Towels  and  Soaps 

at  Acquaintance=Sale 

Prices 

The  Cleno  brand  of  Bath 
Towels  is  something  new,  and 
the  manufacturers  were  willing 
to  make  pretty  low  prices  for 
introductory  purposes — 

A  sort  of  Acquaintance  Sale, 
you  might  say. 

And  to  make  it  doubly 
interesting  we  concluded  to  do 
the  handsome  thing  ourselves 
by  throwing  in  our  usual 
profits  on  bath  soaps. 

To-day  and  to-morrow  this 
is  what  you  can  buy:  Cleno 
Bath  Towels,  full  size  at  33 
cents  for  50  cent  value,  with  a 
large  cake  of  absolutely  pure 
Castile  soap  for  good  measure. 

We  will  probably  be  "clean- 
ed out"  long  before  Tuesday 
night,  and  then  your  saving 
chance  is  gone. 

Soap  holders,  bath  seats, 
portable  shower  baths  and  a 
dozen  other  bath  room  acces- 
sories. 


Specimen  No.  14. 


It  is  impossible  to  include  in  this  hook  all  lines  of  advertising,  and  it  is  entirely  unnecessary, 
since  the  main  thing  is  the  vital  principle.  The  drug  ads.  in  question  afford  study  for  all  lines. 
The  ideas  and  models  can  be  made  to  suggest  other  things  in  shoes,  confectionery  and  what  not. 
The  illustrations  may  take  less  room — likewise  the  text — but  the  principle  remains  unchanged,  and 
I  can  scarcely  reiterate  it  too  often — the  fact  that  everybody  wants  soap,  tooth   brushes,  sponges. 


PREPARATION  OF  RETAIL  AND  LOCAL  ADVERTISING. 


71 


We     Don't    Need     a 
Town  Crier 

to  emphasize  the  fact  that  our 
corset  sale  which  begins  this 
morning  offers  by  far  the 
greatest  opportunity  ever 
heard  of  in  Salem  for  sub- 
stantial price  saving. 

We  have  earned  the  high- 
est reputation  for  truth  telling 
and  our  announcement  that 
profits  are  going  to  fall,  is 
sufficient  to  draw  a  store  full 
of  customers. 

No  need  to  recommend 
these  superb  Nemo  Corsets 
to  well-dressed  women.  Suf- 
ficient to  say  that  our  stock 
presents  a  fine  assortment  of 
the  very  newest  models. 

At  $2,  Nemo  Corsets  of  fine  French 
coutil,  trimmed  with  lace  and  ribbon; 
straight  front,  high  bust  and  small 
in-curving  waist. 

At  $2.75,  Nemo  Corsets  for  medium 
figures,  made  of  handsome  pink, 
biue  and  white  brocade,  beautifully 
finished. 

At  $3,  Nemo  Bust  Adjusting  Cor- 
sets, can  be  made  low  or  high,  pro- 
ducing short  or  long  waist;  made  of 
fine  French  coutil. 

At  $3,  Nemo  Corsets  with  new  Mili- 
tary belt  adjustment,  giving  perfect 
support,  small  waist  anil  high  bust, 
double  supporters. 

Specimen  No.  15. 


Look  All  Over  Town 

then  come  to  this  store  and 
inspect  our  new  Top  Coats  at 
$15 — worth  $20. 

Look  where  you  will,  there's 
nothing  in  the  whole  city  to 
compare  with  these  splendid 
ofarments. 

Hundreds  of  fastidious  men 
who  have  seen  our  Top  Coats 
have  simply  marveled  at  the 
high  standard  of  fine  tailor- 
ing— 

Marveled  at  the  up-to-date- 
ness of  the  models,  which  for 
fabric  and  fit  are  a  sort  of 
revelation. 

One  distinguished  pick  is 
characterized  by  long,  wide, 
peaked  lapels,  with  deep  slits 
at  sides  of  coat.  Others  to 
suit  popular  notions. 

And  $15 — remember  that. 


Some    People    Are 
Always  Too  Late 

to  take  advantage  of  our 
offerings. 

Only  yesterday  a  man  with 
plenty  of  time  for  shopping, 
called  to  get  a  pair  of  those 
I2.60  shoes  that  were  on  sale 
a  week  ago — and  sold  out  in 
less  than  two  days. 

He  wanted  to  save  ninety 
cents,  but  let  the  advantage 
slip  away. 

But  we  have  just  as  good  a 
bargain  for  to-morrow — but  in 
a  higher  priced  shoe — a  I5.00 
dress  shoe  in  patent  leather 
for  exactly  $3.65. 

Don't  rush  into  our  store 
after  Wednesday  expecting  to 
be  supplied. 

Only  a  hundred  or  so  pairs 
in  the  lot. 


Specimen  No.  10. 


Specimen  No.  17. 


toilet  articles,  atomizers,  bath  towels,  etc.,  and  they  prefer  to  buy  of  the  dealer  who  is  constantly 
informing  them  in  his  adverdsing  about  his  new  stocks.  They  soon  get  the  notion,  unconsciously, 
that  druggist  Brown  is  the  real  thing;  that  his  stocks  are  always  new  and  extra  desirable  and  that 
his  prices  are  low.  Everybody  likes  enterprise  and  there  is  nothing  on  earth  like  advertising  for 
educating  the  public  in  this  respect. 

It  isn't  the  one  ad.  alone  that  counts,  but  rather  the  condnuity  of  effort  resulting  from 
weeks  or  months  of  properly  directed  publicity. 

Specimens  Nos.  15  to  19  represent  a  peculiar  type  of  the  chatty  ad.  with  illustrations  that  are 
not  specific.     These  ads.  are  similar  to  the   Rogers,  Peet  &  Co.  efforts,  and  can  be  employed  in 


72 


POWELL'S  PRACTICAL  ADVERTISER. 


Polite  Attention 

is  one  of  our  cardinal  rules, 
and  every  salesman  in  our 
employ  knows  that  he  must 
give  just  as  careful  attention 
to  the  investigator  as  he  would 
to  a  sure  buyer. 

Our  goods  are  always  for 
inspection,  otherwise  it  would 
be  a  foolish  waste  of  adver- 
tising money. 

Two  items  for  to-day — in- 
spect them  and  ask  questions 
to  your  heart's  content. 

Four-in-hand  Ties,  1200  at 
25c.  each.  Ten  shades  in 
plain  poplins,  and  dark  fancy 
weaves.  Very  dressy  —  two 
inches  wide.  Pretentious 
stores  get  50c.  for  nothing 
better.  Don't  ask  for  them 
next  week. 

Embroidered  and  lace  robes 
at  $22.50,  $14.50  and  $10.00. 
Both  white  and  Oriental 
colorings  for  all  complexions 
and  all  tastes.  Special  Mon- 
day prices. 


Specimen  No.  18. 


Our  Strong    Lines 

When  we  opened  shop  three 
years  ago,  some  people  said 
there  wasn't  any  room  for  a 
new  concern  like  ours. 

Well,  surprises  are  the  order 
of  the  day,  and  it  didn't  take 
us  loner  to  demonstrate  that 
we  had  the  right  ideas  for 
suiting  customers — that  we 
knew  how  to  buy  and  how  to 
sell. 

Let  us  make  practical  ap- 
plications : 

Selection — in  getting  the 
pick  of  that  Danbury  hat 
maker's  stock  which  includes 
all  the  newest  summer  hats 
called  for  by  the  most  exclu- 
sive customers. 

Enterprise  —  in  offering 
them  at  generous  reductions, 
such  as  I5.00  Soft  or  Derby 
Hats  for  $3.25;  $3.00  values 
at  $1.98,  and  so  on. 

Small  Profits — just  enough 
to  keep  off  the  sheriff  and 
make  a  respectable  percentage. 


Specimen  No.  19. 


Furniture  that  Really 

Furnishes  Your 

Home. 

If  you  are  going  to  add 
new  furniture  you'll  be  glad 
of  these  hints : 

Malacca  Furniture — a  beau- 
tiful and  artistic  assortment 
made  of  malacca,  bent  in 
graceful  shapes,  combined 
with  woven  colored  fibre.  It 
comes  in  Chairs,  Sofas,  Tab- 
les, Desks,  etc.,  the  price 
ranging  from  $5.25  to  $22.50. 

Mahogany  Furniture — Set- 
tees, Rockers,  Chairs,  etc.,  at 
popular  prices.  A  particu- 
larly fine  high-backed  chair, 
in  silk  damask  at  $46  for  $60 
value. 

For  halls,  we  have  four  ele- 
gant couch  models — rich,  dark 
old  mahogany  upholstered  to 
order  as  you  may  wish.  The 
dark  red  Oriental  covering 
will  make  friends  at  once  with 
your  rugs. 

Now  is  the  time  to  pick  from 
the  biggest  assortment — for 
every  room. 

Specimen  No.  20. 


conjunction  with  the  specific  ads.      By   this   I   mean,  an  ad.  like  No.  15  can  be  run  occasionally 
with  good  effect,  but  I  would  not  recommend  it  regularly.      Its  chief  value  is  its  novelty. 

I  now  wish  to  have  a  few  words  with  the  small  retailer  or  the  local  advertiser  who  cannot 
see  his  way  clear  to  use  from  five  inches  space  up.  Specimens  Nos.  6  and  7  show  how  a  single 
paragraph  of  text  can  be  made  to  do  efficient  duty,  and  this  plan  can  be  adopted  by  the  druggist 
or  other  dealer,  provided  some  illustrative  scheme  is  employed.  Two  inches  is  about  the  smallest 
space  possible,  and  if  run  with  daily  changes  of  copy  and  cut,  the  results  will  in  time  be  satis- 
factory.     My  judgment,   however,    is    that   this   is  only  a  good  beginning,  and  that   later   the 


PREPARATION  OF  RETAIL  AND  LOCAL  ADVERTISING.  73 

advertiser  of  many  different  articles  will  receive  greater  proportionate  returns  by  following  the  ideas 
embodied  in  ads.  like  No.  9. 

Specimen  No.  8  is  given  to  show  a  neat  looking  novelty  ad.,  that  is  rather  too  general  for  a 
shoe  merchant,  who  ought  to  present  something  more  definite.  My  experience  is  that  the  average 
advertiser  tries  to  compose  poetry  or  draw  useless  comparisons  that  divert  attention,  when  he 
should  stick  to  the  information  feature. 

Instructive  Classified  Ads. 

The  great  daily  papers,  especially  the  Sunday  editions,  are  filled  with  thousands  of  small  ads., 
varying  from  two  to  a  dozen  or  more  lines,  and  coming  under  classified  heads,  such  as  Real  Estate, 
Business  Opportunities,  etc.  How  many  pay  the  advertiser  is  problematical,  but  the  loss  is  very 
heavy.  In  real  estate  and  other  lines,  a  fear  seems  to  obtain  that  good  information  is  useless,  and 
therefore,  the  casual  reader  who  is  looking  for  a  country  estate,  perhaps,  wades  through  the  mass 
of  offerings,  and  is  not  much  wiser,  as  a  rule,  than  before. 

This  is  all  wrong.  If  a  proposition  is  worth  advertising  at  all  it  is  worth  proper  treatment. 
A  man  who  is  willing  to  pay  $15,000  for  an  estate  doesn't  want  to  waste  time  considering  a  cheap 
house  at  $4,500.  Price,  therefore,  should  be  given.  Location,  too,  is  paramount,  since  "two 
hours  out"  may  mean  the  hill  top  sought  for,  or  it  may  allude  to  a  locality  that  the  reader 
would  not  settle  in  at  any  price.      Why  remain  quiet  when  trying  to  sell? 

Classified  advertisers  like,  too  often,  to  save  expense,  which  is  like  the  saving  at  the  spigot 
and  the  loss  at  the  bung.  The  proven  fact  that  the  ad.  which  is  lacking  in  information  is  a  risky 
gamble,  applies  with  equal  force  alike  to  the  inch  classified  and  page  department  store  spread. 
Specimen  No.  23  is  about  as  perfect  a  real  estate  ad.  as  can  be  prepared  for  the  purpose  of  inter- 
esting $15,000  investors  and  inducing  them  to  see  the  property.  It  combines,  also,  the  chatty, 
sensible  talk  that  is  always  good.      It  will  not  interest  the  cheap  prospective  buyer,  and  shouldn't. 

Writing  Local  Puffs. 

Local  advertisers  are  generally  able  to  secure  free  notices  in  their  home  papers.  A  local  puff 
may  be  purely  personal  or  it  may  consist  of  a  half  column  trade  announcement,  in  which  even 
prices  are  quoted  and  lines  enumerated.  Publishers  often  offer  free  puffs  when  soliciting  large  ads. 
and  when  they  don't  a  gentle  hint  may  secure  the  favor.  Better  results  will  be  obtained  from 
regular  display,  however,  than  from  reading  notices,  paid  or  otherwise.  Use  the  puff  as  a  free 
aid  to  regular  advertising  and  you  will  hit  it  right. 

As  for  style,  have  the  puff  read  as  much  like  the  regular  news  item  a^  oossible.      Don't  have        X 
it  a  mere  claim  or  statement. 

A  poor  puff:  "Smith's  Coffee  is  the  best  in  town  and  at  30  cents  a   pound    it   offers   greatest 

value." 

Better:  "Mr.  John  Smith  of  Smith  &  Brown,  our  popular  grocers,  returned  yesterday  from 
a  buying  trip  to  New  York.  He  informed  a  Herald  reporter  that  he  has  secured  the  agency  for 
Argo  Coffee,  which  is  the  finest  product  of  the  famous  Argo  plantation  in  Mexico.  Smith  & 
Brown  will  roast  twice  a  week  as  soon  as  their  new  roasting  plant  is  ready." 

One  of  the  best  examples  of  free  advertising  that  ever  came  under  my  notice  was  that  of  an 
enterprising  real  estate  agent,  who  was  of  a  literary  turn  of  mind.  He  got  solid  with  the  local  pub- 
lisher and  furnished  him  many  news  items,  and  in  one  way  or  another  he  managed  to  work  in  his 
own  name  or  agency.  1  think  he  averaged  at  least  two  puffs  a  week,  and  several  times  a  year  he 
wrote  a  half  column  or  more  on  industrial  matters,  in  which  he  personally  played  a  leading  role. 
In  fact  almost  anything  he  wrote  was  gratefully  accepted. 

Get  all  the  local  puffs  you  can  without  paying  out  cash. 


74 


POWELL'S    PRACTICAL    ADVERTISER. 


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.LADIES'  FINE  FOOTWEAR 

For  Spring 


It  is  our  aim  to  make  this  department  one  of  special  interest  to  every 
lady  of  Sioux  Falls  and  vicinity  by  producing   a   stock  of  noteworthy  features. 

Its  roster  is  made  up  of  the  best  shoes  obtainable — the  very  embodiment 
of  grace,  style  and  elegance — assuring  utmost  satisfaction. 

If  you  have  never  experienced  the  true  sense  of  ease  and 
comfort  combined  with  shoe  beauty,  that  accompanies  a  per- 
fect fitting  shoe,  we  suggest  that  you  try  a  "GLORIA;"  it  is 
perfection  itself. 

We  have  doubled  the  capacity  of  this  section,  displaying  an  assortment 
unsurpassed  for  exclusiveness  and  completeness,  thus  affording  an  opportunity 
of  excellent  selection. 

We  would  deem  it  a  favor  to  have  you  call  and  examine  the  new  styles. 


DAINTY  OXFORDS, 

New  Color  Combinations. 

FINE  DRESS  AND  STREET  SHOES 

Possessing  Unusual  Merit 

There  are  the  Popular  Heels 

CUBAN,  MILITARY  AND  LOUIS 

$250        $3.00        $3.50 


SPECIAL  CLEARANCE 

All     our     warm     goods     in     slippers, 
such  as  fleece  lined,  felt   and   bedroom 
slippers,    also  the   Romeo  slippers,    are 
greatly     reduced     in     price     for     rapid 
clearing. 

CHILDREN'S  FOOTWEAR 

Just  a  word  regarding  this  line- 
it  is  the  largest  in  the  city,  without 
exception,  giving  us  the  lead  to  lufft 
every  demand  from  an  infant's  bootee 
to  the  fine  shoes  for  its  seniors. 

Will  you  allow  us  to  show  them  to  you  ? 

Spec'lnien  No.  21. 


PREPARATION  OF  RETAIL  AND    LOCAL  ADVERTISING 


75 


The 
Store 
of 
Quality 


Try  our 
Mall 
Order 
service 


Advance  Showing  of  Newest  Styles  in 
Ladies'  Fine  Spring  Footwear 


(Introduction  here) 


Dainty 
Oxfords 

(Description  and  Prices) 

Military 
Shoes 


Fine  Dress 
Shoes 


St.  Louis 
Shoes 


Children's 
Shoes 


Street 
Shoes 


Cuban 
Shoes 


New 
Combinations 


Special  Clearance  Sale  ( oiowed by tex) 


(Imprint.) 


Speciiueii  No.  iiii. 


76 


POWELL'S    PRACTICAL   ADVERTISER. 


This  fine  old  Coloniai  Home  with  16  rooms,  two 
np-to-date  baths,  large  hall  12x  27,  white  enamel 
throughout,  hot  water  heat,  laundry  and  wine 
room,  plot  200x200  feet,  25x36  horse  barn, 
large  garden,  macadam  drive  and  all  modern 
improvements,  is  the  greatest  bargain  on  Long 
Island. 


This  beautiful  estate,  half  a  mile 
from  Podunk  station — fifty  minutes 
from  New  York — is  the  best  offer- 
ing of  the  year. 

Overlooks  the  Sound  and  adjoins 
many  costly  villas. 

A  snap  for  a  business  man  of  fair 
income — say  $6,ooo  to  $12,000  a 
year. 

Cost  $19,500  to  build,  but  only 
$15.50°  buys  it— cash,  or  $7,000 
down,  balance  5  per  cent. 

Too  much  debating  will  lose  it. 

Photographs  and  plans  at  this 
office. 

Specimen  No.  23. 


Choice 
Neckwear. 


Very  seldom  do  Washington  men 
folk  have  a  greater  assortment  of  Neck- 
wear to  select  from,  than  the  present 
stock  at  our  store. 

The  display  consists  of  all  the  popu- 
lar styles,  colors,  and  figures.  Space 
is  too  limited  to  describe  all,  but  will 
mention  just  a  few. 

Midget  Ties  in  all  colors.  Some  are 
light  body  effects  with  beautiful  shades 
in  red  and  green.  These  come  in  27, 
28  and  29  inch  lengths  at  only  25c. 

We  also  have  a  full  line  of  four-in- 
hands  to  suit  any  desired  taste,  includ- 
ing the  famous  Windsor  Tie.  Sale 
price  50c. 

Don't  miss  this  sale. 

Penn  (g^  Bottenfield, 

133  S.  Main  St.  Bell  Phone  107 

Specimen  No.  25. 


Nobody  can  safely  say  just  what  kind 
of  weather— and  walking — we're  going 
to  have  during  the  next  couple  of 
weeks. 

Safe  guess  it  won't  be  of  the  sum- 
mery kind — This  is  New  England,  you 
know. 

So  long  as  you  keep  your  feet  dry 
and  warm,  it  won't  matter  much. 

Have  you  seen  the  new  Fall  and 
Winter  weights  in  Milford  Shoes  'i" 

Same  as  summer  price — $3. 

THE  MILFORD  SHOE  SHOP, 

35  Church  St., 

New  Haven,  Conn. 


ABOVE   RE-WRITTEN. 

No  knowing  what  sort  of 
walking  weather  we're  going  to 
have  the  next  two  weeks. 

Probably  not  the  tropical 
kind— here  in   New  England. 

So  long  as  you  keep  your 
feet  dry  and  warm,  the  weath- 
er won't  matter  much. 

We  want  you  to  see  our  new 
Milford  shoes  in  Fall  and  Win- 
ter weights. 

And  Summer  price  rules — 

$3.00. 

Specimen  No.  24. 


Choice 
Neckwear. 


as- 


Seldom    such    a    grand 
sortment  of  Neckwear — 

All  popular  styles,  colors 
and  figures. 

Sample  hints : 

Midget  Ties,  especially  at- 
tractive in  light  body  effects 
and  beautiful  shades — green 
and  red  predominating — 

All  lengths,  25c. — easily 
worth  50c. 

Windsor  Ties,  the  newest 
creation  in  Four-in-hands,  50c. 
Others  get  $1.00. 

A  regular  necktie  carnival 
for  all  Washington. 

Specimen  No.  26. 


Practical  Suggestions. 

The  beginner  in  retail  adver- 
tising should  study  the  various 
divisions  and  practice  writing 
them.  Practice  faithfully  and 
don't  expect  to  become  pro- 
ficient by  merely  making  spas- 
modic attempts  when  copy 
must  be  rushed  to  the  pub- 
lisher. 

One  secret  as  to  why  stu- 
dents in  the  Powell  System  of 
Correspondence  Instruction 
make  such  substantial  progress 
is  because  they  are  given 
practical  ad.  writing  to  do,  and 
my  constant  revision  of  their 
work  keeps  them  working  along 
the  right  lines.  While  this 
system  is  beyond  question  the 
best  in  existence,  yet  many 
business  men  feel  that  they 
haven't  the  time  to  devote  to 
such  wide-range  practice,  and 
consequently  they  must  rely 
wholly  on  such  help  as  this 
book  affords. 

In  such  cases  I  recommend 
the  reader  to  re-write  such 
advertising  as  is  in  his  line, 
and  try  to  do  so  in  the  way  I 
have  advocated. 

For  example,  the  retail  shoe 
dealer  will  find  that  by  care- 
fully clipping  out  of  the  vari- 
ous publications  the  host  of 
shoe  ads.,  good  and  otherwise, 
he  will  secure  a  collection  that 
can  be  valuable  as  specimens 
for  alteration.  One  ad.  may 
wholly  lack  description  and 
contain  twice  as  much  matter 
as  is  useful  as  an  introductory 
feature.  Now  re-write  and 
supply  the  necessary  descrip- 
tion. 

Another  ad.  may  be  padded 
to    fill    a    given    space,    and  a 


PREPARATION  OF  LOCAL  AND  RETAIL  ADVERTISING 


77 


THE     NORTH 


AMERICAS-.     PllILAI)Et.rHI  ^.     FRIDAY     nECEMBER    ^ 


T  H  K     J  O  H  tlWA  W  A  M  A  K  E  R  ^J-Q  R  E 


UV.ifhrr  ti'Jjv: 


Tonight-Closed    TOMORROW  at    7 


'FoSeTalTdAY   Christmas   Monday-On    TUESDAY   5.30   Closing   Resumed 


Store    OPEN    Tonight-Llosea    lumunr^u.y    u.    ,--   --.--    .•—    "■■     -  _^  *-w 

Scan  Your  List  Again- What  IsForgotten? 


CI.  Hdvf  You  Forf^otten 
'T^rW/^G/^  SiillGood  Stock 
\.KJ  1  Oi  Because  THlSj 
IsoaALL-THE-YEAR  Toy  Store 
Wl-  .irc  noi  coma  out  ul  business 
alter  Chiistmas  W*  sell  quaniilies 
ol  loys  every  u JV  m  m.-  >  oar.  i>o  Uoiks. 
c'c  fcf-;  "r  Not  always  so  areat  as 
duiint  I'le  hol><J.->ys,  ol  course.bul  slillj 
lull.  ' 

Which  means  simpl-  this:  tatc-com-\ 
ers  Hill  l«id  ,1  brtur  aaortment  here  during  , 
thett  (iMf  'HO  iio^  t  Ihiin  onwi-licre  Wif .  | 

No  irash  ihai  we  are  iryiriR  to  del! 
ndo(  ^v  .umnc  prices.  1 

No  un-wnnied  toys  ihal  must  be  aot  ^ 
nd  ol  somehow— tn  the  last  rush.  , 

^olhlne  but  ulijt  n  worth  ha^me—^nd 
all  lit  fJir  /TUfi.  I 

This  policy  is  hrincinjj  us  ihc  lartt-| 
est  business  wo  ever  had  — which, 
means,  ol  course,  ih--  larcesl  any  toy 
store  ever  hiid.    IFoumH  lloor) 


Still 


Time 


W 


HEN  you   are   sure,  as  you   are  hei 
presented— Ct^'-'- M  idfrtv        " 


that  no  Bern  will  be 
■  select  iiin- 
When  you  arc  sure,  as  you  are  here,  that  prices  are 
lyrtometylow  because  our  purchases  were  made  belore  recent 
■idvances-Cic/'f  cs  safely  cien  in  j  lail-minuir  scUilwn. 

When  you  are  sure,  as  you  musi  be  Iruni  the  present  oulTooK, 
Ihai  diamond  prices  (rising  lor  Ihe  past  ten  years)  are  still  on 
ihe    inrrcase— rAcrr  ;J   iafety  in  iriecting 


!   diamond  mcrtly   m 


An\  dxamond.  mounted  or  anmomtcd.  may  be  impated  qun-lly  ■ 
n  tlu-  hohdJv  'bustle  >n  the  Excluuye  Dinmond  Raiim. 


Fbr  Selecting 


DIAMONDS 


The  PIANO  STORE  Breaks  ALL  Records 


iA  Man?  the  HA-r'sfoRtt 

|i-,,ii;ood  lashion.  wiih  some  pco- 
ylf,  lu  Kive  regularly  to  a  reriain  man 
(near  to  ihemi,  each  Christmas,  a  line 
!silk  hat. 

I  We  know  a  ureal  many  people's 
i  sizes,  or  exchange  can  readily  be 
'made  next  week. 

Silt  hnls.  55.  S6.  Kno.x-*.  58. 
1         Qpt'V  1"'>-  S*-  St--  SB. 
I  I         Salr  father  hal  t-uici.  *nlin-l>n«[1.5n.  S3.  510, 

I   si:;  sis. 

tm  rohft,   line  pclt>.  warm   llrlnsi.   SiO.SO 
51  7£. 
B»-.t  OffCv  *a,-'.  S2.  Sa  *nd   J3.50   kind*— 


more  than  double 
day  since    its  oman 


On    Wednesday   the    sales 
those  ol  any  previous  Deccmb.  ,         .„    , 

lion.       Tins   probably  means  thai   they  were  lour  times 
ureaier  than  in  any  other  piano  store  in  this  city. 

Tt   is  a  spontaneous  endorsement    not    only  ol  our 
system,  but  ol  Ihe  msirumenis  ihat  we  represent. 
I        And  it  IS  the  endorsement  o(  the  best  class  of  buyers 
'—those  whose  opinion  is  most  valuable-as  is  proved  by 
C  h'jvf    You   Forfro//Cfi;   the  laci  that   nearly  all  the  instruments  sold  were  oi  the 
"^  °'       ^  Uprovcsalsothe  wisdom  of  our  policy  of  bringine  the 
hichesi  (irade  instruments  within  the  reach  of  the  music- 
Am*-(ican   . 'ub    skates -a    special  i^jj     ,nipi||j.e,„  and  ambitious,  regardless  ot  their  (man- 
purchase  br.rnts  these  low  prices:         ,  jcial status. 
^"lLru^,«-'sr23  .  P..r  iron.  52.  .i«s  9.|]  MORE      AUTOPIANOS 

nierestinc  events  in  the  whirl  of 


NEWPIAXOS  I 

Plenty  ol  all  styles  o(  Chickcrine  nana  exrept  Quarlrr, 
Grandi.  which  are  all  Rone;  but  we  have  a  leW  ol  the  new 
■■Infant  "  Grands  in  slock. 

Probably  enouiih  Campbells  at  5)95,  SIO  down  and  56 


nlh. 


uah  Gfj 


SkclteS?  RtDUCED  PRICES; 
special] 


NiCkPl-plated.  St.5n  ■  pair  If  om  52. SO 


Among   the   i 


lop»,  5  1 .75 


C  H.iir  Yo 

Perfumes?      oueen; 

Mary"  Toilet  Waters' 
and  Extriicts— Boxed  j 
Ready  to  pack  and  deliver  a   big 
quantity  by  tomorrow  evcninij. 


* 'yesterday's  Kreat  business  was  ihc  i^lc  of  fnc  Auli>p-anos 
9aittretn'>,,„  fifteen    m.rufc^— each    to   an  independent   buyer.    Addi- 

I  lionalsales  during  the  day  nearly  e.xhausied  our  stock. 
SI  73  a  P»"'  but  this  morning  we  received  a  lew  more-the  manulac- 
''"'"  'turers  having  lavored   us  beyond  our  expectations  and 

Forgotten  \   we  hope  to  be  able  to  fill  orders  lor  another  day. 

I  This  marvelous  instrument  seei 


iscinaie  every- 
one who  hears  it.  Price  only  S485.  which  is  S2ID0  to 
!S400  less  than  you  can  buy  anything  that  even  approxi- 
mates to  it  elsewhere,  .Third  (i«j.,  cn.tm^i  "."'i 


at  S22S.  Merrills  at  SJ-iH,  and  Emenorn' 
1  at  SJOO  to  i45.0.  I'dici  short  as  usual.  Anetlm  Piano-Playen.. 
'   we  tear  not  more  than  enough  lor  one  day  more. 

USED     PIANOS 

1  A  few  that  are  unusually  good,  and  bargains  at  Ihe 

]   prices.    Among  ihem  are: 

lifighi.  originally  S27S.  now  SI60, 
uprlilht.  orlsinolly  5400.  now  S165,  • 
Hhl.  oriclnally  ?375.  now  S3S0. 
lollv  S1T5,  now  S300. 
I  Knnbf  upc.ghl.  oriB.niilly  S475.  now  S:J25. 
1  Chickctmc  upnehl.  ottem.illy  S050.  now  5500, 

TERMS 

Any  piano— new  or  used— may  be  paid  lor  in  rrionlhly 
payments  Irom  S6  up.  The  evening  is  a  good  time  to 
select  a  piano— not  so  much  noise  and  confusion.  We 
can  deliver  pianos  up  to  the  last  minute-=-for  Christmas. 


upriit"!.  origin 


1  .'5c    . 


Jf5-i, 


G,  Have  You  Forgotten] 

Handkerchiefs      | 

lAmongthe  SMALL  GIFTS? 


Males.  60c 
.  S->  a  butile. 
<.,.»'!  r^TUit-itar^taer:  lAcSac:  boitlci. 

SJC.  .30c-     ICtnitr  ol  siorei 

C  HiM'c   )  nti  Forgotten 

SlinOerS'^— S?'  ^l^^^  ]pr,celroma2(..cio50c. 
OlippClS.  S  1  .50         i'"^   wc  will    put    them    in    Christmas 

For     WOMEN.      Slj  'boxes  for  you.  il  desired,  to  be  sent 
Gill  goods  ol  inlcrior  quality  would  j  |by  mail, 
reflect  upon  the  giver  and  our  store. 


A  late    shipment  from   Bellas! 
rived  only  yesterday,  bnnRing  a  it 
sand   dozen  plain  white  hemstitched  | 
handkerchiels  (or  women,  ranging  ii 


You  can  buy  as  s.ilely  m  a  hurry,  al 
Ihe  Ijsi  moment,  as  at  any  time.  We 
bock  iir-  every  sale— holiday  time  and] 
all  limes.  I 

Our  \l»xk  is  J'l  rxlenm c  and  comrlele  al  I 
ilJf  Itme^  Ih.il  exili>ineri  tor  size  are  alu-ays  I 
fOiiible.  except  as  specially  mentioned.  I 

For  men— 

Bomrn  p..iicrii.  black  ourt  rufiet.  ' 

lor  iiijmc;- Especially  (or  bed-room i 
and  house  wear. 

KnIIKfl.   many  colors,    Irillicr    sole,   lambs- 1 


.c.     SIX 


mtitoldered  l»' 


1.  Kom  25z  I 


jidprctl   Irish  h 


;.  75c. 


i2''Scand  3Sc, 


i(in(   to  buy  for  mm  can 
msitlehed   liandkcrchicls    tor 


rrH  inlltals.  3Si:  ai 


HHave   You  Forgotten^'  fL  Have   You  Forgotten 

That     FUR     COAT     BOOkS?— Then  Run  Your 

For  Your  Wife?— Still  Time  ■  Eye  Over  This  Lisl : 

We'll  save  your  minutes  and  let  Ihe  I 
coats  do  the  lalkina  today— only  say-| 
ing  here  that  dow  n  lo  the  S25  electric  i 
seal  coats  the  same  patterns  are  used| 
onwhirh  our  linest  Alaska  sealskin  i 
coats  are  cut.  i 

The  ten  qualHy  nearscal  jacket.  30  \n.\ 
long,  that  can  be  made  is  here  lor  S65.1 

Others:  ^  I 


r.  »3S,  2*  » 


(  C  Hare   You  Forgotten 

Silk  Stockings? 


;  bow  and  1  \ 


C  Have  You  Forgolfen' 
A     BOX     OF     PURE  1 

Fresh  Candy?      ] 

Plenty  ol  every  sort  loday  and  all  ol 
it  Ircshly  made— (hr  finest  quality  and 
widest  assortment  of  mV  (andiei  in  the 
city;  boxed  under  your  directions  in! 
prcily  packages  lied  with  colored 
ribbons.  \ 

The  most  astonishingly  good  S-pound' 
toics  of  eanJy  for  SI  and  SI.2S:  same' 
quality  all  through  Irom  the  top  to  the 
bottom.  1 


=.;-.t...;.jv. 


MxMbc 

•  1.50, 

Tht   lai 
»lc,.    CANDY    CHAINS. 


.  B    5 -pound    box. 

nvtlly  rut  ey<-'ttna\  irrn. 


C  Have  You  Forgotten 
GIRLS'  Storm  COATS 
or  JACKETS?  „  ..  a,o, 


STEAMER  ST-  PAUL  Just  Lands 

a   SPECIAL    SHIPMENT 

I  was  a  hard  race,  but  the  St.  Paul 

got  here   m   time— the  stockings   are 

shown  lor  Ihe  lirst  this  morning. 

For  \fomen — 


75c  stoekingi  for  SOc— 


C  Have  You  Forgotten 
DRESS 
) PATTERNS? 

I  Scarcely  a  moment  to  wan— pick 
out  the  pattern  you  like  best  and  it  is 
!  there,  done  up  in  a  box  and  the  right 
!  number  of  yards. 


C  Have  You  Forgotten 
Women's  Weatheralls— 
Mackintoshes-SHAWLS? 

IN    WLATHE.RMLS, 


I  Flag,  by  W.n 


ol  General  Robptt 
'I  John  Puke,  Lord 


1  on  Company,  by  Idi 


ni    Thomas  Jtllt 


ICteir, 


.  510, 


I.  by    Elizabeth  t 


spun 


.^,ble. 


-510,  515.  S20,  521  and  525. 
I        MACKlNTOSHtS  me  neatlyboxcd  and  guar- 
anleed  as  lo  color  aid  wear.     54.  5-1-SO,  55- 

Cnildrtn-i  maft-iioihf.  S  I  -85.  53.  H  and  35. 
I  KNITTED  SHAWLS  huvc  3om«  Burprl»e> 
I  among  ihem  lor  CUnilmas  stiopp«ts. 
;  Soil,  dainiv.  mofhme-woven  kinds  In  bUck, 
1  while  and  gray.  7Sc  to  S3  50. 
I  Hand-knit  shoulder  capes,  pink,  while  and 
[blue.  SI;  crimson    rsc. 

1  ISic-nl  I'o...    a>mr.u>.>>*»il 

I  C  Have  You  Forgotten 

jDoAvn  Ouilts?— PEOPLE 

Have  Asked  Us  to  Make  These 
1       SPECIAL    PATTERNS~$5 


ol  Thomas  Hart   Benton,  by 
Meigs.  S2. 

Mrs.   .Maybrlck's   Own    Slory,   ■■ 
Lost  Years."  S  1 .20. 

A  Defcciive  Santer  CIbus.  hy  Jamei  Whiicomb 
Riley.  51. 

The  Ballad  ot  Reading  Coal,  by  C.  3  3.  51. 

In  Love's  Garden. bv  John  Cecil  Clay.  52. 20. 

The  Cathedrals  ol  South-tn  Trance,  by  Fran- 
cis Mtlioun.  SI  60. 

Reminiscence    ol  Peace    and    War.   by    Mil. 
Roger  A-  Pryot,  S3, 

Roma  Beala.  by  Maud  Howe,  52.50. 

Shakcspeates  Town   and    T.mes.  by  Ward, 
52,50. 

Letters  ol  John  Ruskin 
ion.  Z  vols..  54, 


C  Have  You  Forgotten 
BATH-ROBES  for    MEN? 

FKLNCH  Robes.  S3  In  S18 
From  the  one  m.-iker  in  P.ins  who 

leads  the  world  in  Terry  robes.    D'Hna 

his  laruesi  American  customer,  wc 
I  <]uitL-  naturally  secure  advaniaues  in 
*  prices.    S3.  S5.  SG.  SC.SO.  $3,  S8.50 

$I0,S135Q,S18.    (Chestnut  street) 

C  Have  You  Forgotten 
NECKTIES?-25c  lo  S4 

At  Miirket  street  a  great  vaneHy  at 
25c. 

At  boih  ends  of  store  alresh  collec- 
tion at  SOc. 

At  Chestnut  street.  Ihe  lincsl  from 
Ihe  best  makers.  SI  to  S4. 

G,  Have  \ou  Forgottert 

UMBRELLAS?     some 

$6.30  and    S7.50    Grades    lor  S5 

The  men"s  handles  are  buck  horn. 

Cape  horn.   i\ory    and  natural    wood 

liver  irimmed— all  mounted  on  a  line 

qualiiy  ol  Levantine  silk- 

ll'nmfo  >  ISB  to  57.50  grade*  lot  95l  have  • 
great  variety  ol  lancy  handles. 

I'lMpn  liifiria  umb'CHnt.  lot  men  and  women, 
still  m  good  supply  ai  51.50  and  SI'. 

<I.  Have  You  Forgotten 

TABLE.    DESK 
jRocker  ?  smi  a  widdy 

varied  choice  among  mahojjany  work 
tables,  writing  desks,  library  and  par- 
I  lor  tables,  arm-chairs,  lockers,  elc. 
The  kinds  that  by  their  beauty  as 
well  as  their  usefulness  are  sure  to 
delight  those  to  x".'hom  they  are  pre- 
senled- 

Among  them  are: 


s  EIIOI  No 


CL  Have  You  Forgotten 

A  Framed  Picture? 


i0ieji?2lnch*i.  M>c 


C.  Have  You  Forgotten 

The  Automobile 

Owner?    CivehlmsomelhlfiBlorhi* 


'Christmas  , 


man   tor    H    lo    It-ttai 
pi  tlO, 

From  our  omn  irerl— 
tackct*  lot  55— were  s; 


1 '      H  you  hunt  through  the  store  you 
i   carv't  lind  anything  more  useful.  I  '       jj.7j-r«t 

iD.iii-Ovoai  Stioni  ]    iippie  eiderdoi 


41.  Hax-g  You  Forgotten^ 

Ia'eI;  Petticoats?  ] 


They  wanted  colored  figures  (mosI-| 
ly  pink  and  blue)  on  while  grounds,' 
backs  ol  plain  pink  and  blue  lo  match  i 
—so  we  had  n  quantity  made  up  in| 
our  own  laclory. 

They  are  excellent  sateen,  tilled ! 
with  best  white  goose-down. 6x6 H..S5. 

Il  is  this  carolul  attention  to  the 
wants  of  our  customers  that  has  in- 
creased our  down  quilt  business  this 
year  far  beyond  all  past  records. 

G,  Have  You  Forgotten 

Eiderdown  WRAPPERS? 

ty  15  af>d  15  SO      Made  ol  plain 


II  mtfsicians.  poeis, 
s,"  In  oak  frames. 


ipet  and  liamed  in  oak    52  30. 

Christy's  colored  prints  in  oak 
Underwood's  colored  prlnU,  Ir 


C  Have  You  Forgotten  \ 

2y  Neckfixings?      I 


WOME' 
HOLIDAY 

Sc  wi 
bended  iiocka  wiih  ope 

For  loraod  15c  Ihe 

Some  peilcaly  lresn» 


52.50.    iThird  lloor.  Mntkc 

a.  Have   You  Forgotten 

Boys'  Clothing? 

FIVE  SMALL  ODD  LOTS 
i  Very  little  prices— some  reduced  a 
hall,  some  more.  Perhaps  just  the| 
suit  or  garment  you  are  looking  lor  to 
I  supply  a  last-hour  gill. 


e  ar*  now  Beiiin^ 


C  Have  You  Forgotten 
Something  for  a  Horseman  L,.; 
or  Horsewoman?  ; !      ' 

Crofi    and    iiAlf.-many    exc^u^l^■e    design*  i  1*8  5 


e  56.  SO  aoft  which 
at  53.50. 
.'.JO~bluc   cheviot,  15.  16. 

mill,  J5— worth  57-50  and 


1  in  euiomobiic  s 


C  Have  Yon  Forgotten 

A  Table-Cover 

SCARF    or    MAT? 

The  mats  were  made  last  summer 
at  odd  times,  and  on  that  account  are  a 
third  less  in  price. 


crri  ol    verona  vclour.   AVcraclnG^lx 

.niinu»*c»lia>".  >l  T9i<>M?&- 
,r,.  i...h»ac«i'.i.on.  so  JO  •/.«  17-39- 
—tapestry.  Irinsetl  all  round; 


O  raney  Ncrolk   i 


,1 


I, 


.— worih  S8  50  a' 


lilk  sewed.    lEnlresol.  Marliet  si 


velour.  tor  slltlns-r( 


Leather,  lor  hall  or  den— 


4  30.    iSctooMIwi 


Specimen  Page  Advertisement  Sho-wing  the  Inland  Type  Foundry's  Dorsey  Series  Used 
for  Text  and  Display  in  Combination  with  MacFarland  Italic. 

Specimen  No.  a7. 


78 


POWELL'S   PRACTICAL   ADVERTISER. 


fACP    TM[RT*fWa 


nir     INDIANAPOtlS     MORWNO     STAR.     SUNDAY.    APRIl      10.     1904 


An  Entire  Page  of  Extraordinary 
Values-Every  One  a  Feature 


ESTABLISHED    1853 


THE  NEW  YORK  STORE 

A  RECORD  OF  riFTY-ONE  YEARS  AS  INDIANA'S  GREATEST  STORE 
F'EXTIS    IJH.Tr     GOODS     CO^ 


Indiana's  Representative  Showing  of 

Millinery     ^^"^^ 


■:4- 


tiquitilf  «*»  Jriijni  in  spring  millinrry  o(  ihf  qujiily  ihi 
dnpaniMMii  *o  popul»r.    H»n  ihit  posttii  j  dmmtnve  tonr 
t^ln2  ihovn  in  the  Stilt    Pricti  not  neir  vhitiht  hitiirc  vorth.    Suppoie  ^,< 
rou  comr  MonJiv  *n<t  mikc  •  (elcciion  from  thdc  aliriciivr  •Hortmend      'C       -. 
*l  «iMe  •  (mfto  Id  Ipro-B,  Bid*  of  ilr«w  bufioBi.  »iUi  ■  tack  Iclisalac  o(  tbtdM  L(J 


Untrlmmec]    Hats    Are    Special 

A  ip«l«l  fntuie  o(  thi«  hits  ii  th»t  very  liillt  Itimminj  riowen*  Fon  hat  tbimmin* 

I  requiied— they  oie  ilmoit  totnplele  lfo«  "wib'  o(  rocH.  dauin  ud  potdi..  ■<  M, 

At$1.9B— Lace  hju  wilh  [oldi  ol  cMlfon  itound  the  *'c  -orKi  lie.  / 

TiuJ  and  crown,  ia  the  neweit  ihapei  in  bli;k  and  white  ImtwrKd  n»«.  ibrr*  la  a  buncb,  •■  ile.  'n  light 

Al  tS.4e-Matir,e  hiti.   the  entire  hii  ii  m>de  of  Uoe  I'.kU    °s  *>  bua*°  >i'iir  "* I'm*  *°u(|'    mp>^°' 

olij  01  naline  in  Ui[e  »od  loiill  ihapet.  ■una  :it.  — b.c 


Editorial  Comment 

Another  Innovatton 

si  (hl9 
progressive  store. 


Pettis  Dry  Goods  Co. 


Now  lor  a  Three  Days*  Special  Sale 

Women's 

Spring  Suits 

We  pldcf  en  i^le  Monday  over  2.000  spnng  suits  in  all 
the  favonic  malenals  and  colors,  beautilully  tailored  artd 
in  every  respect  handwime  and  desirable  garments  at  much 
less  than  they  are  really  worth  Such  excellence  in  style  i9 
rarely  offered  at  such  low  prices  this  early  in  the  sea3t>n 

You  will  be  wise  to  seiie  the  opportuauy. 
Eton  luiti  made  at  Tme  chcviol  oi  bioadclolh.  jackeu  liUeU  or  lalia  Used, 
■kiru  ID  Caiins  style,  ualioed.  tpccul,    .,  ^^  A  Afk 

Over  500  tuiu  at  112  M  in  evrrir  good  and  dnirable  ilrli  <^'  <hr  leaiou    It 
appearance  tbcy  reiemble  tuiti  al  double  the  price.  ^-f  O   PA 

choice.  «I       91«*vU 


ind  voilci.  black  or  colon,  apecial  at  $25.00,    S1B.60 


'W«  «i11  alio  make  a  diiplay  ih*  Tint 
ceptionalt)<  Hut  collection  ol  more  ei; 

ihapei,  at.  each  92S.75, 135.00  to 


$15.00 


the  vety   higheil    (last 

■ '"'  $60.00 


Our  Collection  ol  Spring  SIII<s 

ytta  dt  Crrie,  bkMk  ud  c«iore4  illlii  In  all  d«l>a»t*  ciaif*  lot  •! 
•olu     BbuiuBf  fMc**  and  >biu  Habulal  allha.  Id  di»BBorli  (Br- 

ri;^ .•"■"•"'-"'''''»»•«    kAvE'""'""""' 

—  ft>ti  ud  Wilt  Ccstai 

BeautUul  Black  Goods 


'•"mi 


SKCK'.''.'- 


'«"»  •'.■ix,;s; 


"   8Sc 

■•    8Sc 

S1.2S 

>l,SO 


cho'fccsi"  Wash  Goods  Assortment 


Every  detirable  irave  and  rrint'fe  i*  he'*  '"  »  brojd  aiioflmenl   of  (,-iiciri       CI 

Poinl  de  Bru«lle»  2B  inche*  "ide,  a  bojMul  mercen'tH  wathable   fabric,   itiy   ihtri  »nd_ 

while  proundl  aiith  Ihrcc  ud  lout'oned  Doral  pntitlngi,  very 

OBly.  a  yard.  , -  - . 

Iriih  Diniliei  30  inchei  widti  isoie  beagiKul  than  ever,  new  ide*t  and  pruit- 

tngt.  all  worked  out  on  a  new  cloth.  50  chaice  deiicnt  totclcct  trors. 
'riih  Linen  Hopiack  2T  ischei  wide  in  light  blue.  tan.  navy   and  si*y  "'^^  mercetiicd 

bouretie  eflecii  for  jhiitwaiit*  and  tub  luiii,  •  yard 

Bayid'^e  eolton  covellie*  29  inch«  wide  (or  early  »prinj  wear,  tomei  in  navy.  (ao.  reieda.  i 

julrlen  bto-n.  Iiehl  bloe  and  champagne  with  luhed  eUecu  of 

tk.rtjot  ah.iiivaiii  Juiis.  lyard 

Nouveaute  mull  28  incbet  wide  in  white  and  linted  cioundi.  alio  black  and  navy  with  brautilul  dotal 

pnnl'ngv  roiebud.  Ipiayi.  Ieive>.  dot*  and  fancy  [leoret.  corobined  with  damty  theet     4Ca 

lace  iti'pe  cflecti.  toti  ud  cliney  for  tireet  and  part/  eownt.  a  yard    MU^ 

Uoiraine  tiliue  19  inchet  wide.  fiWy  diUetenI  new  iprinc  ihade*  wilh  neal  embroidered 

liguret.  do<l.  tiiipei.  all  light  colon  thit  are  abioltiiely  fail.^  yard. 


"'  39c 
25c,  35c 
"f  75c 

utilul  floral 

25c 
29c 


Mohair  BrlUlantlnes 

ri.^  lor  M......  ..IM.G  "1^  ....'.L   BO   .unrlBnl.  .1  (HI. 

Ul    ..IcH  .(•  lu.I  ^..n  r...l>.4       T.l.  Ilolli  )-ju  .»■  I.  o..  of 

.."■-.'":.■?'"'-■•'•'"•' "  soc  "••'•KFivrrlrir' v" 

';.H'r,v."""""'"75c    '" ■  .„. 

Select  Your  While  Fabrics  Now 


7Sc 

si.sil 


^:-jt. 


i5c  'VM2■■,■.•.,^■,'■.••;:,:"^ ,    »sc 


An  Unusual  Sale  Negligee  Shirts 


49c 
"69c 

"98c 


Ribbons  a  Fourth  lo  a  Hall 


r^si.*.M. iv:,—  -yj  , s:;jj.»% ;. ~r., ■"-  -,-5'; 
£W",.iy?::~~'."'>K'  "'*'""""-iii't.',V.,-? 


China  Cabinets 


Some  place  to 
show  oil  the  fancy 
China  is  the  deiire 


La  VIda  Corsets 


M 


b'u  <ui  (cccDlgtica  Ibla  tMlor*     Mad*  Irom  impori*.!  SXa  U 

Extraordinary  Underwear  Values 


VHf     All  *r*  worth  ibm  "nr*  vaai  «•  aak     loa  teH%  Ib  au.  Uibt' 
•rl(tat,   ■lift   lew   oKk.   bo  tirtm.     Cbelm  ol  ita  asnro      «  m^. 

lol  11 IfC 

"'::v r::-' ■"■" '"'" '—"  ""■ """ '-'  25c 
Traveling  Accessories 

loaitiaia       Our     iniak  io./5- 

■Id  bM  d.»ari««oi  It        --. C\<^ 

parilfiilarli'    aiiraeil'a     ';'■.;,,'',  -,  Wl 

,.(      II  I  Fl.l_  11  ..toll     '  V't^    1 

ri-H^iEl^Il^^  ^m^<4 

:;:;s -s ;:  "".'"•"•    98c    4"^  Js^ 


Specimen  No.  28. 


proper  reconstruction  will  save  half,  and  it  will  be  discovered,  undoubtedly,   that   ninety   per   cent, 
of  this  interesting  collection  will  bear  cutting  down  and  the  addition  of  illustrative  ideas. 

In  specimen  No.  24,  I  have  reproduced  a  very  good  shoe  ad.,  but  a  careful  inspection  of  the 
re-written  effort,  directly  underneath,  will  show  how  the  original  may  be  shortened  and  made  even 


PREPARATION  OF  RETAIL  AND  LOCAL  ADVERTISING 


71) 


Tins  czncAoo  bttkdat  truiiinki  jmnc  o,  im4. 


rpitE  itu^,^tm 


.Derby  Day  millinery 

'i^J  >jf  ■4l"e  Rootn'cit  hat 


ruf  madfU  of  ikt 
idrr  hfti  hrcutht 
Drrty  Dav-   Afanv 


Jvitd  ifT  ihit   tvtnt — fitlurtiyut 
eJaflaito%t  c/  /ameut  fe> 

Tilt    Aim    Strimll    (/>ti 


Chic  veils  and  neck-wear 

r^OKRECT  ve.li  for   Derby   Diy— Chint.lly   lace,  chiffi 
^-^      and  >  wide  vineiv  ol  netj    m  new  colofs  and  deii(;t 


Saiemeor  Muli  ebcuill*  nJi. 


Special  showing  of  the 

new   Fasso   corset  models 


TAtrJ  tfi-.*.    S!ai 


New  effects  in  linen  suitings 

NEW  fancy  «cavei  in  linens  tor  shiitKiisi  suiri— all  (he 
toolrii,  imnttesi  colors,  while,  unblcailicd  and  notural 
linen  ihadei.  net. voile-,  boucctte  andcraih  effcciv  Firmly 
woven,  il  launders  perlettly,  opcn-meihcd.  il  is  one  ol  the 
most  popular  summer  (abnes.  at.  per  'yard.  25*. 


Annual  sale  of  ribbons 
An  offering  of  unparalleled  values 

THE  ribbon  sale  opens  its  lerond  week  with  added  at- 
tractions.     Fresh  shtpmenta  have  been  placed  on  ulc 
— the  choicest  weaves,  at  sinkingly  low  pticcs. 


10c  plaifl  ■■)<]  Il 

10c  hnt  1U1 

3Sc  lanr 

35c  imporltd  b 


ncim  riblHiD,  l)t  tanhn.  * 
e(*  nbboa.  SK  xi>  .  itv.n 

mnMiribboa,  m  imhct 
RrU  iibboo,  tK  .a.,  loli 


Fancy  leather  wrist  ba^s 

FRENCH   soede  hjgs.  bigh  colors,    lancjr  gun-metal  and 
jeweled  Inmes— Derty  I>ay  novel  lies-' be  hs  tti  match, 
new  style  harness  buckle,  at  9,1*0.  8. SO.  T  90,  aod  q.OO. 


:.  rfi'h  eb.in  basJ 


Clearance  sale  of  tailored  suits 

Costumes  for 
Derby  Day  reduced 

1      rhi: 


r*  stock  o(  c 


ind  suits  is  included  in 
in  silks,  vniles.  crepes, 
>Sl   popular  colors     all 


$35 

$75 


$50 
$100 


Price  reduction)  in  suits 

Special— A  crcii  lot  el  >amFa->   raaibosi  aed  t 


•nKi 

oW.ff 

tda 

tv.rsiDd  1 

.TS 

Skirt 

«nd  coat 

clearance 

vna  > 

rf  t-i!Smv 

vn 

ai^tnttrt,    tS 

•5  /■«< 

mt.   m^lu 

M  rv.A, 

itisJ./m 

.«,  ft^,  ,M 

,  »w 

■  yr  ifK 

a*A  infii 

&iim. 

Jwttfdit 

11  If 

ewa 

<td  tlO  ce 

•vrrl 

oa.t.t  ^.9^, 

11" 

*.75 

Si!a« 

r.ll,> 

'T'H 


Smart  foofwear  styles  for  the  Derby 


I.6S  iQd  I  as. 


Trefousse  kid  gloves  for 
the  Derby 

'T'REFOUSSE  kid  glove*  (lult- 
■*-  less  in  fit.  soft,  thin  and  pli- 
able, in  the  most  delicate  (hades 
— the  pertetl  finish  for  »  haodtome 
Derby  Day  eoatume. 


laemeot:  Womto'i 


All  Oriental  rugs  in  our 

magnificent  stock — 

the  choicest  specimens 

from  Turkey.  Persia 

and  India — • 

at  radically  reduced  prices 


Annual  remnant  sale  of  silks 

Prices  one-third  to  one-half  former  quotations^ 

'T'HE  siTk  taJe  inatijnraled  \UX  T»«»*iy  ras  the  most  (*niafl<able  o(  the  year,  T 
*  fuel  b  doe  to  the  vast  scile  on  which  it  "is  orpnn^d.  the  unfirecedentedly  I 
prkea,  Ibt  bi^b  quaiiiy  of  tha  tiUu  and  the  enormous  crowd  of  psrchftsen  r^unr 


Thli  »  tS.  ta<id*l  d'Ui.op  of  iha  tilb  iKi.an,     Ewtr  r>i«e  und. 

t»nrt  i-aidi  11  In 

USfS. 

hit  .St.  .euM  ,.< 

picton  .1  C".r  ..[Mifi'ioo  lo>  «V.o]uU  iR-h.,.lltn,  w-.t  doi  «a.>sl..>.M  bi.ond  qu.ii.oo. 

J.0O..tl..   ^•^*     B26a.il.,'   ^^       Ifioit.'r*'        1,89.111,.'-'*'         6Se..lk. '^*' 

,  In  order  to  BUttain  tbfl  (ntetiest  m  (he  sale,  we  have  included  many  silks  not  pre- 
vioutly  sbc«n.  There  ore  hortdre*  of  lengths  (rom  IS  to  20  yards,  sufficient  (or  lull  suits. 
The  prices  hsve  been  nviavd  «Ad  mada-even  lower  than  those  which  we  quoted  last  wezk. 


Sunshades  and  parasols 

in  Derby  green 


r^ORRECT     ceaehmg     parwob 
^^    and  sonshadca  tee  displayed 

m  a  bewildering  variety.    The  latest 


effects 


gnea.  which  it 
;  correct  tolor  lor  the  Derby. 
<m2,G0iofe.  Otberi  up  to  130, 
Special:    HraVT'-eitbi    latfcia 


Special  sale  of  shirtwaist  suits,  *3 

7^e  nev/  handkerchief  linen  waists.  3,50 


vv^ 


bought  severaJ   thousand  si 
ham,  In  a  number  ol  attractive    ^ 
found  <i  nrci^^Batv  -IP  dispose   of    them 
■  nd  6,35— but  reduced  lo  13. 


^*5 


suns,  in  lawn  and  ging- 
1— poailively  worth  4  60 

■:rs.ss,zz3.so 

ntue  gcraraa 


Important  nle  <</ oejligee*  uid  hi 

Cl'-atance  wie  ol  the  finest  dimity  and   lawn   neglicees.  kimonos 
acd  hon.-  Rowns,   made  in   the  latest  iashion    and  tnmmed  with  lace. 
Imcy  braiJ  and  nbboo.  at  hall  regular  prices. 
tl  Vt"  ff'^t,  rl  $1  IS  A-wi  gmni  II  I  f9  4  di?  ^.m-l,  wtfU'i.  I  tS( 

•      t!  »,mtnt  ftrnv.  I  ii.  tr.  Smm  f-a-i.  3  95 


;3.50 


Black  goods  specially  priced 

REDUCTION  sale  of  hi^h-grado  excluaii/e  blsck  dress 
g'-5ds— citreme  Pans  novelties:  odd  lots,  ball  pieces 
and  dress  patterns  ol  sdk  and  wool  crepei.  eobcones.  gren- 
adines, voiles,  and  other  materials,  1,50  to  99  vilues  at  •!, 


Tan  lace  lisle  stockings,  50* 

ALL  the  new  shadesol  tan  andchampagne.  id  silk  and  lisle 
thread  hosiery; /mbroideted.  lao-  openwork  or  pnnied 
A  tpecul  lot  ol  tan  lace  hosiery,    full  lace  or  lace  anide,  30*. 

Wonea'l  baiirrr.  purl  th"id  .ilk.  in  l*tl  black,  a  Ipcc.ai  valnt.  1. 10 


A  notion  sale  of  great  importance 

to  dressmakers  and  home  seamstresses 


Clearance  sale  of  laces,  silk  chiffons  and 
robes  for  the  Derby 

THOUSANDS  of  yards  ol  Venwe  appliqo-s  medallions  and  bands,  in  white,  cream 
and  two-toned  effects:  also  beautilol  lace  and  batiste  combmaticns  at  pnces  that 
lange  Irom  one-third  to  one-hall  the  intrinsic  value  ol  the  goods.  The  best  patterns  ol 
■he  season  at  prices  which  set  a  neo  standard.  fii,i  »„•,  j»i.  ,».« 

Lotl-ze*  1^3-46*  Lei  3-08*  Lot  4— 1.29  Uk  5-2.98 


Special  aale  ef  chiffon,  i 

whiiE    and    niirlr   all   colo 
Robe*  for  the  Derby  'robr  loooi. 


i/'"°:  25* 


Annual  sterling 
silver  sale 


THE  lana  Illvtrw.rr  t.lg   .ur- 
p*..«<)    all    utK, pii.cn> 


50%  33K%  25% 

Discount  sale  of  rare  artware 

cut  glass,  clocks  and  china  ^ 


CAfV   off   marble   6g-  'te.Of  oSbroascbuRa.  1  ety  off  Hs*iriad 

^^ /O    ufK.     lad      buiM,  ■^-'/C  gutiJl    art    fla...  '■'/O   cti.u  and  all  OMa 

ifo,    Boial    Crown    Dfiby.  Vrton.      Krvi«     plaua.  paimai,  i-uJdint  i*i.,cl,op 

'VXU^   off     Royel  tCyOf  off  Hchcutg1a»s,  inCT'oSchafingdi 

JJ/O/fc    Vienna      »»«.,  *V/0   \V.di«ood    laipci  ^^ /O    in  kdilf.,  , 

iBand.    clf>itc«D(.  EDcliita  •Iccltic    lamp.,    ooti    and  ^T.iidii,  crnckos  lod  fald- 


J 


Half  price  sale  of  fine  lace  curtains 

THE  heavy  Belline  of  1 
arc  to  be  discononi 


S{H'cinien  No.  29. 

Stronger.      Of  course,  the  re-written  ad.  occupies  a  little  more  actual  space  in  larger  type — \i  point 
Old  Style — but  by  counting  the  words  the  "boiling  down"  will  be  noted. 

Practice  like  this,  even  though  it  is  not  an  improvement,  is  what  is  necessary,  and  the  Cyclo- 
pedia in  the  back  of  this  book  can  be  drawn  on  for  material  and  data. 


4»  Introductions.  4» 


A  Little  **Hot  Air"  So  Called,  Judiciously  Introduced 

Before  Getting  Down  to  the  Real  Business 

Facts,  Stimulates  Interest. 


The  value  of  the  introduction  feature  in  a  large  department  store  ad. — or  most  any  ad.  of  size, 
for  that  matter — is  unquestioned,  providing  it  does  not  extend  throughout  the  whole  effort. 

A  good  introduction  in  a  large  retail  ad.  is  indispensable,  because  it  is  a  sort  of  declaration  of 
principles,  and  generalizes  pleasantly  on  the  strong  features  of  the  event.  The  ad.  writer,  how- 
ever, should  not  depend  on  the  introductory  features  at  the  expense  of  the  news,  facts  and 
money-saving  proposition. 

The  small  ad.  of  say  five  or  six  inches  single  column  should  not  as  a  rule  devote  more  than 
about  two  inches  to  introduction — then  give  the  facts. 

The  following  pages  will  furnish  good  study,  and  while  of  course  they  can  be  modified  or 
copied  with  slight  changes  to  suit  the  occasion,  yet  it  Is  best  to  catch  the  drift  and  originate  some- 
thing new.      Practice  writing  introductions  until  you  are  expert  in  it. 


Other  stores  and  manufacturers  wonder  how  we  can  make 
such  an  offering  as  fills  our  counters  this  week. 

Trade  experts  can  analyze  this  Sale  as  our  public  can  not. 
They  realize  that  everything  we  offer  is  fine,  perfect,  staple 
goods,  that  there  is  no  real  trade  reason  for  reducing  the 
prices,  and  are  amazed  that  we  have  succeeded  in  presenting 
such  an  offering  for  this  annual  event  w'ith  trade  conditions  so 
much  against  us. 


New  fashionable  fabrics  and  furnishings  at  prices  that  com- 
pare favorably  with  what  you  would  have  to  pay  for  out  of 
date,  shopworn  goods  and  bankrupt  stock. 


Give  us  a  chance  to  show  you  what  a  little  money  can 
do.  Its  purchasing  possibilities  in  our  store  will  surprise  you. 
The  prices  we  quote  are  only  a  few  among  many  equally  low. 
Remember  that  satisfaction  goes  with  every  purchase  or  sale. 
Put  us  to  the  test 


We  don't  believe  in  cutting  prices  and  we  don't  have  to 
cut  ours.  We  make  them  right  at  the  start,  and  this  makes 
the  goods  move.  If  any  line  shows  inclination  to  stay 
with  us — something  that  very  rarely  happens — we  know 
that  the  price  is  not  to  blame,  and  that  the  goods  must  go. 
When  this  decision  is  reached  it  is  not  a  matter  of  price  cut- 
ting, but  of  price  obliteration.  Cost  is  not  considered  in  the 
matter  at  all.  We  simply  wipe  out  old  prices,  and  make 
new  ones  that  will  compel  the  goods  to  start. 


A  glove  on  the  hand  is  worth  two  in  the  box.  This  is 
peculiarly  applicable  to  these  gloves  for  women.  Put  the 
glove  on  and  you  can  tell  the  value  at  once.  Never  mind 
who  made  them.  The  light  weight  kid  is  soft  and  pliable, 
insuring  a  good,  comfortable  fit, 


Our  long  experience  ought  to  count  for  something.  \^'e 
have  made  a  careful  study  of  the  wants  and  wishes  of  our 
patrons,  and  believe  that  we  can  satisfy  every  taste  and  meet 
every  requirement.  We  have  always  succeeded  in  pleasing 
our  customers,  and  are  better  prepared  than  ever  before  to 
give  them  perfect  satisfaction.  If  you  have  never  traded  with 
us  give  us  a  call.      We  believe  we  can  suit  you  too. 


Our  competitors  look  and  wonder  and  do  not  know  what 
to  think  of  it,  as  it  is  a  known  fact  to  them  that  we  sell  our 
goods  as  cheap  as  they  can  buy  them. 


If  you  find  anything  wrong  about  the  goods  you  purchase 
from  us  bring  them  back  without  a  moment's  hesitation,  you 
will  find  us  more  eager  to  meet  mistakes  than  you  are  to  dis- 
cern them.      Satisfaction  everv  time  or  no  sale. 


Annual  November  Book  Sale. — .An  event  brimftil  of 
interest  to  book  lovers.  Anticipate  your  Christmas  wants 
and  save.  For  a  number  of  years,  it's  been  our  custom  to 
conduct  a  book  sale.  This  year  we're  better  prepared  than 
ever  before  to  furnish  books  to  meet  almost  every  requirement 
at  most  liberal  price  concessions.  We  have  a  broader,  more 
comprehensive  book  stock  than  ever  before. 


Eye  strain  is  conducive  to  many  diseases  of  the  all- 
important  organ  ;  nay,  even  acts  detrimental  to  the  other 
parts  of  the  body.  How  important  then  it  is  that  your 
glasses  are  fitted  perfectly.  It  has  been  our  specialty  for 
thirty  years. 


Have  you  any  use  for  a  good  chopping  axe  ?  If  so, 
here's  the  place  you  can  get  the  best  that  are  made.  A[[ 
kinds,  single  or  double  britted. 


80 


INTRODUCTIONS. 


81 


If  you  want  to  save  money,  you  can't  afford  to  miss 
the  opportunities  offered  at  our  sale.  If  you  need  the  goods 
or  are  likely  to  need  them  during  the  next  year,  you  will 
make  hig  interest  on    your  money  by  buying  more. 


Before  you  send  your  money  to  the  mail  order  houses 
give  us  a  chance  to  show  you  what  we  can  do.  We  believe 
we  can  give  you  better  satisfaction  than  you  can  get  if  you 
trade  with  strangers  ;  we  are  sure  we  can  give  you  better 
value  for  your  money. 


Not  the  cheapest,  but  the  best,  is  the  motto  of  this  store, 
and  we  aim  to  live  up  to  it.  You  will  find  no  cheap  trash 
here,  but  we  sell  reliable  goods  at  wonderfully  low  prices. 
No  one  handles. 


We  have  no  get  rich  schemes  to  offer  you.  We  are 
not  running  a  gift  enterprise  and  we  give  you  no  chances  in 
a  lottery.  But  we  are  selling  reliable  goods — goods  that  you 
need  every  day,  at  prices  that  will  save  you  money  on  every 
article  you  buy. 


For  some  to  buy  Christmas  gifts  ?  Not  a  bit  of  it.  Now 
it  just  the  time  to  make  your  selections  before  the  prettiest 
things  are  gone.  Everything  is  fresh  and  bright  now  and 
nothing  has  been  injured  in  the  slightest  degree  by  handling. 
Another  advantage  of  buying  early  is  that  you  avoid  the 
crush  and  compression  usually  inseparable  from  holiday 
buying. 


A  boy's  physical  development  depends  a  good  deal  on 
the  kind  of  clothing  he  wears.  It  should  be  all  wool  to 
ward  off  rheumatism  ;  perfectly  cut  and  fitted  to  give  his 
limbs  free  play  and  make  him  grow  up  straight  ;  of  a  thick- 
ness suited  to  the  temperature  to  keep  away  colds. 


We  don't  want  to  spend  much  time  in  praising  our 
goods.  We  want  you  to  come  and  see  them  and  form 
your  own  opinion.  We  feel  sure  you  will  be  perfectly 
satisfied  with  both  the  quality  and  the  price. 


Sneezing  yet  ?  Well,  you  will  be  shortly  if  you  are 
not  now.  Remedy  ?  our  men's  medium  weight  under- 
wear. Of  course  it  isn't  safe  to  risk  thin  underwear  these 
days,  too  many  sudden  changes  in  the  weather. 


Ferns,  as  graceful  decorations  as  nature  ever  produced  ; 
and  palms  of  all  sizes,  from  tall,  stately  fellows  to  wee 
but  ambitious  ones.  Such  is  my  special  offering  this  week. 
Specially  fine  specimens  specially  low  priced. 


A  good  set  of  teeth  gives  expression  to  the  mouth.  Per- 
haps you  need  a  set,  but  dread  having  old  teeth  extracted. 
Our  new  botanical  discovery  applied  to  the  gums  prevents 
any  pain  whatever.  Will  extract  your  teeth  in  the  morning 
and  have  the  new  set  ready  at  night.  They  will  fit  or  you 
need  not  take  them. 


Did  it  ever  occur  to  you  that  there  must  be  a  reason  why 
so  many  people  recommend  our  health  and  accident  policies. 
It's  this  way.  We  pay  all  claims  prompdy  and  without  any 
fuss.  Call  at  our  office  and  get  list  of  53  clauns  paid  within 
the  month. 


Cheaper  than  rent  !  Yes,  cheaper  than  rent  is  our  plan 
of  building  or  buying  a  home  for  you.  Besides  you  can 
build  just  to  suit  yourself.  If  you  own  a  lot  we  require  20 
per  cent,  down,  and  if  we  buy  a  lot  and  build  for  you  we 
require  2  5  per  cent.  down.  In  either  case  balance  at  the 
rate  of  $8.00  monthly  for  each  thousand  dollars  we  invest 
for  you,  and  in  a  few  years  you  own  your  own  house  and 
the  landlord  does  not.  Don't  that  beat  paying  rent  ?  Come 
and  talk. 


One  thousand  boys  wanted  to  put  their  feet  into  one  thous- 
and pairs  of  our  bovs'  fall  and  winter  shoes.  Good  boys  or 
bad  boys — either  will  do.  Neither  are  we  particular  about 
the  size,  for  we  have  all  sizes.  We  have  the  shoes  to  please 
the  boys,  and  to  please  pa  who  settles  the  bill. 


Furs  for  Fashionable  Folks — not  a  single  piece  of  any  kind 
did  we  carry  over  from  last  season.  No  "  moth  ball"  odor 
in  this  fur  department  of  ours.  Absolutely  new,  fresh,  clean, 
stylish  and  beautiful  pieces  is  the  only  sort  that  can  gain 
admission  here.  The  gathering  as  it  is  has  entailed  much 
thought,  worry  and  extensive  work.  Every  garment  is  made 
from  the  most  carefully  selected  skins.  No  seconds  are  con- 
sidered when  we  go  out  in  the  fur  hunt.  You  should  be 
just  as  careful  when  you  go  out  to  buy.  It  is  hard  to  tell 
sometimes  what  kind  of  affelt  is  back  of  the  fur.  You  have 
to  depend  largely  upon  the  veracity  of  the  merchant.  You 
will  hear  the  truth,  the  whole  truth  and  nothing  but  the  truth 
when  he  talks  to  you. 


Just  because  most  folks  look  down  on  it,  a  small  boy's 
hat  is  about  the  most  important  part  of  his  get  up.  Instead 
of  the  time-worn  styles  everyone  knows  by  heart,  we  pick 
out  the  best  straws  and  shapes  and  have  them  trimmed  in 
designs  of  our  own  selection  —  that's  how  we've  so  many  un- 
usual and  pretty  things  among  the  Jack  Tar  straws,  cloth 
tans  and  automobile  caps  we're  showing  boys  this  spring. 
For  with  hats,  as  with  furnishings  and  shoes,  only  the  best  is 
fit  to  put  alongside  our  high-class  boys'  clothing. 


Our  fijrniture  buyer  is  a  most  particular  man  when  it 
comes  to  suiting  him  on  the  mattress  question.  We  don't 
know  how  many  scores  of  sample  mattresses  have  been  sub- 
mitted to  our  inspection  and  discarded  as  not  up  to  the  mark. 
Sure  it  is  that  a  mattress  must  be  well  made  and  above  all 
stuffed  with  a  sanitary  filling  before  it  is  accepted  as  fit  for  our 
customers.  If  you  rip  open  the  mattress  on  which  you  are 
sleeping  you  may  find  some  puzzling  stock  inside — but  here 
you  will  know  just  what  you  are  buying  for  the  knife  goes  in 
the  seam  and  the  customer  is  made  thoroughly  aware  of  the 
contents. 


82 


POWELL'S    PRACTICAL    ADVERTISER. 


Don't  bite  off  wire  with  your  teeth,  pull  up  tacks  with  a 
table  knife,  open  fruit  cans  with  a  screw  driver,  split  wood 
with  a  butcher  knife,  sharpen  your  knife  on  a  crock  or  borrow 
your  neighbor's  shovel  or  spade.  Last  but  not  least  don't 
lose  sight  of  the  fact  that  we  carry  in  stock  every  conceivable 
kind  of  tools  that  are  used  in  the  kitchen,  shop,  field  or 
garden.  Why  delay  your  visit  to  the  store  ?  Good  bar- 
gains await  your  coming,  and  )'0U  will  find  them  here  when- 
ever you  come.  But  some  of  the  best  may  be  gone  before 
you  get  here  if  you  linger  too  long. 


\^^hat  would  Thanksgiving  be  without  a  turkey  ?  and 
what  would  the  best  turkey  be  without  our  cranberry  sauce? 
We  can  supply  you  the  turkey — a  partly  Thanksgiving  bird — 
if  you  send  in  your  order  in  time,  but  don't  delay  or  you  may 
be  too  late.  We  don't  furnish  the  sauce  but  we  can  supply 
the  materials — genuine  Cape  Cod  cranberries  and  the  best 
refined  sugar.  We  have  lots  of  things  too  that  you  \\ill  want 
for  the  Thanksgiving  feast. 


Annual  Thanksgiving  Oftering — Splendid  preparations 
have  been  made  for  our  Thanksgiving  sales — our  buyers  for 
months  have  been  looking  ahead  to  this  period  and  their  pur- 
chases of  high  grade  dependable  merchandise  have  been  very 
extensive.  Great  saving  opportunities  are  off"ered  shoppers 
owing  to  shrewd  buying  and  an  accurate  judgment  of  the 
people's  needs. 


If  you  buy  an  article  here  and  find  it  in  any  way  unsatis- 
factory bring  it  back  and  get  your  money.  Don't  want 
your  money  unless  you  are  satisfied  and  you  have  your 
money's  worth.  This  is  not  sentiment — it's  business.  It 
pays  us  to  treat  you  right. 


Fall  clothes  for  men  arriving — coming  in  fast — yes,  and 
going  out  too,  for  already  a  good  many  men  have  liked  the 
new  styles  so  well  that  they  have  bought  their  autumn  suit. 


The  make  room  season  is  again  here.  Our  fall  line  is 
beginning  to  arrive.  The  heavy  suits  and  overcoats  take  up 
much  space.  We  have  to  make  this  space  now.  We  have 
quite  a  few  single  suits  of  lots  of  summer  and  medium  weight 
left.  These  we  must  clear  out  regardless  of  the  season's  sell- 
ing price. 


We  wish  to  emphasize  an  advantageous  feature  which 
marks  our  peculiar  selling  organization.  It  is  nothing  more 
or  less  than  the  agreeable  manner  in  which  our  salespeople 
wait  upon  a  customer.  Giving  the  smallest  transaction 
the  same  careful  attention  and  interest  given  a  purchase  reach- 
ing into  the  hundreds.  This  plan,  which  is  carried  out  all 
over  the  house,  greatly  enhances  the  pleasure  of  shopping. 


It  seemed  that  people  were  just  waiting  for  such  a  store 
as  ours,  where  they  could  find  everything  good  to  cat  ofl"ered 
so  attractively  and  so  reasonably  as  to  make  purchasing  a 
pleasure  rather  than  a  monotonous  duty. 


From  the  very  beginning  of  our  business  we  have  laid 
great  stress  on  courtesy  to  our  customers.  We  did  this  simply 
because  it  was  right  and  their  due,  but  the  result  has  been  a 
phenomenal  increase  of  trade.  It  seems  that  our  people 
appreciate  being  treated  with  politeness,  and  have  rewarded 
us  far  more  than  we  ever  expected  possible.  We  do  not 
deserve  much  credit  for  being  nice  to  our  customers  for  it 
seems  we  have  the  very  best  class  of  trade  that  any  store  in 
the  city  ever  had,  and  being  nice  to  nice  people  is  indeed  easy. 


It  is  more  profitable  to  retain  an  old  customer  than  to 
look  for  a  new  one.  If  your  treatment  at  our  hands  is  not 
perfectly  satisfactory,  let  us  know  and  we  will  correct  it.  If 
it  is  satisfactory,  give  us  the  pleasure  of  serving  you  again. 


The  mill  end  sale  is  sviingirig  along  like  a  great  Ocean 
liner  on  a  record  breaking  voyage.  Previous  records  began 
to  go  the  first  thing  on  the  first  dav.  There  were  more 
people  here,  they  bought  more,  they  were  better  satisfied.  No 
sale  of  the  past  can  show  such  a  record. 


We  try  to  make  friends  with  our  customers.  Transient 
trade  is  all  right,  we  want  that,  but  steady  custom  is  the  foun- 
dation of  business;  that  is  what  we  are  w'orking  for — the  year 
round  trade.  We  are  making  prices  that  will  attract  you  and 
we  guarantee  a  treatment  that  will  hold  you. 


Housefurnishings  by  mail.  We  would  like  to  see  every 
one  of  our  customers  face  to  face.  But  it  is  not  always 
possible.  The  next  best  thing  is  to  shake  hands  with  them 
through  the  mail  bag.  We  have  taken  great  pains  to  so 
arrange  our  mail  order  department  that  correspondence  shall 
be  very  prompt,  very  accurate  and  very  plain.  The  illus- 
trations and  samples  we  send  are  exact.  The  descriptions 
are  definite  and  in  no  case  overdrawn.  If  you  will  jnst 
drop  us  a  hint  of  what  you  need,  or  what  you  may  need, 
we  will  do  all  the  work  and  take  just  as  much  pains  as — 
yes,  a  little  more  pains  than  if  you  were  visiting  us  in  person. 


Are  you  ready  for  business  correspondence  ?  We've 
been  busy  all  summer  making  tons  of  paper  and  millions 
of  envelopes.  The  kinds  business  men  need  for  their  letters. 
Good  stationery  is  a  help  to  business  in  convenience  and  as 
an  advertisement. 


Preaching  the  Practical — Our  ads.  are  our  business  ser- 
mons. Through  them  we  preach  the  principles  of  practical 
economy.  The  world  is  made  up  m.iinly  of  practical 
people.  People  who  have  a  just  regard  tor  the  value  of  a 
dollar  and  its  purchasing  power.  Money  honestly  and 
economically  spent  is  money  satisfactorily  spent.  As  exam- 
ple is  belter  than  precept,  so  is  practice  belter  than  preaching. 
Read  what  this  store  preaches  and  profit  by  what  it  prac- 
tices. 


A  happy  thought    for   a  jewelry  introduction — "  Happy 
is  the  bride  that  the  sun  bursts  on." 


INTRODUCTIONS. 


83 


It  is  never  any  trouble  to  show  goods.  We  realize  that 
you  are  not  going  to  buy  certainly  unless  you  see  the  goods, 
not  hesitate  at  any  time  to  let  it  be  known  what  you  are 
looking  for  and  we'll  get  it  if  we  do  not  have  it  on  hand. 


We  make  no  bones  about  giving  you  credit.  It's  free  to 
everybody.  We  sell  clothing  on  credit  because  we  found 
that  thousands  like  to  buy  in  that  way.  You're  welcome, 
too. 


Dress  well  on  easy  terms  by  means  of  our  simple  credit 
system.  You  have  no  objectionable  questions  or  inquiries  to 
meet.  You  receive  the  same  courteous  treatment  as  though 
you  were  a  cash  customer.  Our  prices  are  lower  than  those 
the  ordinary  tailor  is  forced  to  ask  you,  because  our  clothing 
business  is  on  such  a  gigantic  scale  that  we  can  produce  a 
perfect  fitting,  best  quality  suit  at  a  much  lower  cost  than 
that  charged  by  the  tailor  who  sells  only,  sav,  one  dozen  suits 
a  week. 


We  shall  not  devise  systems  to  ensure  honest  goods  and 
then  forget  to  deal  honestly  with  words  in  advertising  them. 
No  juggling  here  ;   everything  is  marked  in  plain  figures. 


It  is  to  those  who  have  shuffled  off  their  mortal  coil  of 
single  blessedness  that  we  address  ourselves  to-day.  It  is  to 
their  sense  of  the  economical,  their  appreciation  of  the  ele- 
gant and  good  things  in  housefurnishings  that  we  wish  to 
appeal.  We  know  that  we  are  in  a  position  to  help  you 
materially  on  the  economical  side,  and  a  casual  glimpse  into 
our  great  store,  filled  to  its  utmost  capacity  with  good  equip- 
ment for  your  new  home,  will  convince  you  that  we  pos- 
sess the  elegant  and  substantial  things.  Young  man,  if 
you've  just  been  married,  or  are  just  about  to  be,  come  in 
and  look  around  a  bit.  Bring  the  girl  with  you,  for  it's  a 
ten  to  one  shot  that  she's  a  better  idea  of  what's  wanted  in 
the  newly  made  nest  than  you  have — and  any  way  what's 
to  be  bought.  Bring  her  in,  we  say,  and  let  some  of  our 
salespeople  go  through  the  building  and  show  you  how 
cheaply  a  house  can  be  furnished  throughout  from   this  store. 


A  difference  with  a  distinction — when  a  man  gets  the 
best  of  a  bargain  the  world  laughs  with  him,  but  when  the 
bargain  gets  the  best  of  it  the  world  laughs  at  him. 


Many  bargains  are  not  mentioned  in  print.  Just  as  the 
pages  of  a  newspaper  cannot  possibly  chronicle  all  the  inter- 
esting news  of  the  day,  so  our  daily  news  can  never  give 
you  more  than  an  imperfect  idea  of  the  bargains  our  store 
affords. 


We  have  perfect  confidence  in  our  new  goods  and 
believe  they  will  bear  the  most  rigid  inspection.  We  have 
much  pleasure  therefore  in  asking  you  to  examine  them  care- 
fully, for  we  are  assured  they  will  stand  the  test  with  regard 
to  both  style  and  quality  and  there  is  no  need  of  mentioning 
the  prices.      They  speak  for  themselves. 


We  don't  talk  much  about  our  goods  ;  we  don't  have 
-they  speak  for  themselves.  All  they  want  is  a  chance. 
Come  and  see  them  and  compare  quality  and  prices  with  any 
of  the  much  vaunted  goods  offered  you  elsewhere. 


Everything  fresh  and  good — everything  neat  and  clean. 
Fair  prices,  courteous  attention,  prompt  delivery.  These  are 
the  leading  characteristics  of  every  department  in  our  store. 


Everything  the  market  affords  that  is  worth  having  can 
found  here  at  its  proper  season.  We  are  always  up  to  the 
minute  in  getting  seasonable  goods,  and  sometimes  we  are 
able  to  force  the  market  a  little. 

When  you  buy  anything  of  us — no  matter  whether  it  is 
big  or  little — you  may  rest  assured  that  it  will  be  delivered  at 
the  time  promised.  We  are  proud  of  our  reputation  for 
promptness,  and  our  delivery  system  is  as  near  perfection  as 
possible. 


We  make  a  specialty  of  showing  the  new  styles  first — 
you  have  heard  that  from  your  neighbors — and  if  you  doubt 
it,  satisfy  yourself  by  calling. 

Everything  in  fine  fetrie — we're  ready — yes,  splendidly 
ready — with  one  of  the  grandest  expositions  of  bright  new 
merchandise  it  has  ever  been  our  pleasure  to  announce,  and 
we  extend  you  an  invitation  to  attend  our  annual  fall  opening 
in  our  new  store.  You  will  find  us  prepared  to  fit  you  out 
fi-om  top  to  toe  with  the  most  beautiful  creations  of  the  mas- 
ter minds  of  the  world  of  fashion.  European  ingenuity  and 
American  skill  have  combined  to  make  this  an  event  that  will 
long  be  remembered  by  our  city  folk  and  the  lessons  in  econ- 
omy which  we  shall  teach  here  during  the  coming  week  will 
be  both  pleasing  and  coijvincing.  You'll  come,  of  course 
you'll  come — and  marvel  at  the  immensity  of  the  display 
made  possible  by  our  far  reaching  influence  on  both  sides  of 
the  Atlantic,  and  not  the  least  important  feature  of  this  great 
fijnction  is  our  invariable  policy  of  selling  on  a  margin  of 
profit  or  close  to  cost  to  prove  that  shopping  here  is  always 
profitable.  We  have  a  lot  of  odds  and  ends  that  we  are  tired 
of  seeing  around  and  they  take  up  room  that  we  need  for  new 
goods.  We  have  marked  them  at  prices  that  w-e  think  will 
make  you  glad  to  take  them  out  of  our  way.  Remember  that 
they  are  not  old,  shop-worn  goods,  but  broken  lots  of  the 
lines  we  are  selling  every  day.  Come  and  see  them  anyway. 
Some  of  our  patrons  are  bound  to  get  bargains,  for  it  is 
against  our  rule  to  carry  any  stock  to  another  season. 


Friday — Bargain  Day — Set  apart  by  us  as  the  greatest 
money  saving  day  of  the  week.  Judging  by  public  appreci- 
ation of  its  advantages  it  promises  to  be  the  busiest  day  of  the 
week.  It  won't  take  long  before  "  Bargain  Friday  "  will  be 
synonymous  of  money  saving. 


A  Miss-Fit  and  a  Miss- Hit — Miss  the  fit  you  Miss  the 
hit — Miss  the  Miss.  Hit  the  fit  your  fit  for  a  hit — make  a 
hit  with  the  Miss.      We  make  the  fit. 


84 


POWELL'S    PRACTICAL   ADVERTISER. 


These  are  busy  days  for  Santa  Claus.  He  has  to  he 
everywhere  at  once,  peeking  around  corners  to  see  who  are 
the  good  girls  and  boys ;  trying  to  find  out  what  everybody 
wants,  so  that  he  can  make  everybody  happy  on  Christmas 
morning.  Then  he  has  to  come  to  our  store  and  get  every- 
thing ready  to  fill  the  shoes  and  stockings  on  Christmas 
morning.  But  Santa  Claus  and  everyone  else  finds  us  won- 
derfully helpful  in  getting  things  for  Christmas.  Here  are 
the  broadest,  choicest  stock  of  holiday  goods  to  be  found  any- 
where, a  safe,  convenient,  comfortable  store,  efficient  and 
courteous  salespeople. 


Low  prices  here  don't  mean  cheap  goods — not  a  bit  of 
it.  \^'e  use  the  term  "low  prices"  in  the  comparative 
sense  only.  Some  goods  are  too  cheap  for  us  to  handle — 
others  too  dear  —  in  neither  case  do  you  receive  proper  return 
for  money  expended.  You  can  shop  here  with  the  fijU 
assurance  that  you  are  getting  one  hundred  cents  worth  of 
value  for  every  dollar  spent. 


^^'e  put  a  hat  on  vou — if  it  doesn't   wear  well  it's  a  hat 
on  us. 


A  good  book  is  always  an  acceptable  present  and  we 
have  a  large  number  designed  expressly  for  this  holiday  trade. 
They  represent  the  highest  attainments  of  the  bookmakers' 
art — and  some  of  them  are  marvels  of  cheapness,  when  their 
quality  is  taken  into  consideration.  They  cater  to  all  tastes, 
and  if  you  are  in  doubt  about  what  you  shall  give  a  friend, 
you  will  certainly  be  able  to  find  something  satisfactory 
among  them. 


The  beauty  of  a  charge  account  !  During  the  holiday 
season,  with  its  beautiful  custom  of  gift  giving,  there  are 
added  demands  on  the  family  purse,  and  a  charge  account  be- 
comes not  only  a  convenience  but  in  many  instances  a 
necessity.  The  beauty  of  it — you  can  make  your  purchases 
and  pay  for  them  at  your  leisure. 


When  vou  buv  what's  best,  you  buv   but  seldom;  when 
you  buv  what's  cheap,  you're  buying  all  the  time. 


A  dining  room  in  Sharaton  style  offers  a  beautiful  treat- 
ment where  lightness  and  grace  of  design  are  the  required 
features.  In  the  long,  low  sideboard  with  its  graceful 
tapering  legs,  the  round  dining  table,  the  cabinet  for  china 
or  glass,  with  its  quaint  mullioneJ  windows,  with  chairs  all 
conforming  in  beautifully  selected  mahogany  relieved  by  fine 
lines  of  inlay.  The  original  feeling  in  this  classical  Eng- 
lish style  is  adhered  to  in  every  line  of  these  reproductions. 


Here's  a  mine  of  wonderful  values — a  bargain  mine 
that  will  yield  up  its  treasures  this  week  according  as  you 
dig  more  or  less  deeply.  A  wave  of  undcrpricing  has 
swept  over  the  entire  store.  Every  department  is  affected. 
We've  gone  through  the  entire  house  and  made  up  a  list  of 
specials  that  will  stand  without  precedent  or  parallel. 


We  want  you  to  frequent  our  store  on  your  shopping 
tours.  Come  in,  look  around  and  get  suggestions  for 
Christmas.  If  you  find  any  old,  antiquated  stuff  here,  we 
will  give  it  to  you. 


Of  course  you  want  to  shop  in  the  coolest  store  in 
town  these  sultry  days — a  store  where  there  is  a  shady 
reading  room,  a  dainty  restaurant  where  appetizing  dishes 
are  served  at  moderate  prices.  The  store  of  summer  com- 
fort and  pleasure — that's  ours. 


This  store  is  the  store  for  bargains,  no  matter  where  you 
go,  from  one  end  of  the  city  to  the  other.  Can't  find  a 
place  to  suit  you  as  well  as  this  good,  old  reliable  grocery, 
where  every  article,  big  or  little,  is  priced  so  low  that  it 
defies  all  competition.  Come  here  to-morrow  and  try  us. 
Bring  a  few  dollars  and  leave  an  order.  We  save  your 
money. 


When  our  store  is  thronged  from  morning  till  late  at  night 
with  eager  customers,  it  is  impossible  to  give  each  buyer  the 
prompt  attention  which  we  desire  to  accord  to  all.  Ourstaf? 
is  large  and  anxious  to  please,  but  has  its  limitations.  Patrons 
who  are  not  compelled  to  defer  their  shopping  to  the 
last  will  benefit  themselves  and  confer  a  favor  on  us  by 
coming  early. 


The  wise  people  who  do  their  Christmas  shopping  early 
are  becoming  more  numerous  every  year,  but  there  are  still 
enough  procrastinators  to  make  a  rush  inevitable  at  the  last. 
You  will  save  yourself  a  lot  of  annoyance  and  stand  a  much 
better  chance  of  being  suited  by  joining  the  ranks  of  the  early 
buyers. 


A  Ticker  that  Ticks — What  is  the  use  of  having  a  watch 
if  it  fails  you  just  when  it  is  important  that  you  know  the 
correct  time  ?  We  have  dependable  watches — the  best 
American  and  Swiss  makes  and  they  keep  correct  time  to  the 
fraction  of  a  second.  All  styles  and  kinds  of  solid  and  gold 
filled  now  ready.  We  will  sell  you  a  high  grade  watch  at 
as  low  a  price  as  can  be  obtained  in  this  or  any  other 
city.  We  take  pleasure  in  showing  these  fine  goods  to  all 
comers. 


Real  Fur  Bargains — his  not  the  lowest  prices  that  tell  of 
the  best  fur  values.  A  difference  of  a  dollar  or  so  in  the  price 
of  a  garment  is  not  a  matter  for  serious  consideration.  It  is 
the  quality  of  the  skins  from  which  they  are  made  and  the 
thoroughness  of  the  furriers  that  made  them  up  that  gives  the 
real  value.  One  unqualified  guarantee  covers  all  these 
points  — you  know  our  furs  arc  right  or  they  would  not 
be  here. 


Fresh  meats — by  all  means  fresh — that's  what  you 
want.  That's  wliat  we  sell.  Our  market  is  fast  becom- 
ing the  popular  meat  market  of  the  city.  Drop  in  and  see 
us.      You'll  then  see  why  it  is. 


Phrases  and  Expressions 


6 


di 


Over  1000  selections  which  enable  the  ad.  writer  to  quickly 
tj^     drasp  the  ri^ht  word  or  phrase,  when   the   brain    is  slu^dish.      (p 


This  list,  alphabetically  arranged,  is  just  as  valuable  to  the  ad.  writer  as  is  a  dictionary  to  the 
purely  literary  man.  Anyone  who  writes  ads.  will  at  times  be  at  a  loss  to  give  the  proper  expres- 
sions, and  this  mammoth  list  will  then  prove  a  gold  mine. 

You  may  find  it  hard  to  start  your  introductory  pithily — here  is  your  help. 

You  may  feel  the  need  of  a  few  connecting  words  that  have  "the  swing"  and  lead  up  to  the 
ordinary  descriptive  matter — these  phrases  and  expressions  will  put  you  at  ease  and  smooth  out 
the  wrinkles  on  your  forehead. 

Read  them  over  and  practice  connecting  them  in  whatever  work  you  have  in  mind. 


All  records  broken. 

Always  on  the  alert. 

A  style  to  fit  every  fancy. 

A  triumph  of  worthy  goods. 

A  great  truth  quickly  told. 

Alluring  advantages. 

A  winning  proposition. 

A  little  money  goes  a  great  way. 

A  business  proposition  pure  and  simple. 

An  old  house  with  new  values. 

A  spring  freshet  of  attractiveness. 

A  poor  article  is  no  bargain  at  anv  price. 

Anytime  is  a  good  time — now  is  the  accepted  time. 

A  bargain  menu  for  hungry  shoppers. 

All  flow — no  ebb. 

An  era  of  economy. 

Alive  to  trade  conditions. 

An  investment  that  pays. 

A  mere  promise  gets  these. 

An  appeal  to  taste  and  economy. 

A  vesting  investment. 

A  combination  of  profit. 

A  trial  proves  the  worth. 

A  top  notcher  for  the  money. 

A  medley  of  merit. 

Always  the  best  for  the  least  money. 

Always  ahead  of  the  line — right  up  to  this  evening. 

A  pleased  customer  pleases  us. 

A  trumpet  call  for  bargain  seekers. 

A  policy  whose  alphabet  spells  success. 

A  revelation  in  delightful  cookery. 

A  fiall  value  for  an  empty  pocketbook. 

Advance  styles  without  advanced  prices. 

A  single  fact  outweighs  a  thousand  claims. 

Always  think  before  you  act — but  don't  think  too  long. 

A  halo  of  satisfaction. 

A  money  saving  triumph. 

A  banquet  feast  of  bargain  splendors. 

A  little  higher  in  price  but  cheaper  in  the  end. 


A  bargain  that's  a  credit  to  the  word. 

A  mighty  movement  in  excellent  goods. 

A  timely  tip. 

Attractive  exhibits. 

A  story  worth  telling. 

All  we  ask  is  comparison. 

A  busy  corner  in  a  busy  store. 

A  bristling  armament  of  bargains. 

Aggressive  methods  win. 

A  chance  for  saving. 

An  honest  word  of  honest  goods. 

A  host  of  incomparable  bargains. 

All  people  who  buy  want  the  best. 

Appropriate  goods  at  appropriate  prices. 

Another  dip  in  prices. 

Attractions  in  merchandise. 

A  mere  suggestion  often  aids  a  purchaser. 

A  mint  of  hints. 

A  harvest  of  furniture  fancies. 

A  few  words  but  they  mean  everything. 

A  masterpiece  of  wise  business  forethought. 

Astonishing  buying  chances. 

A  dull  thud  in  prices  makes  a  lively  week  in  our  trade. 

An  overworked  dollar. 

A  matchless  out-pouring  of  values. 

A  header  in  headgear. 

A  little  money  well  spent,  works  wonders. 

A  soft  touch  on  the  contents  of  your  purse. 

A  pound  of  fact  is  worth  an  ocean  of  fancies. 

Admirable  array  of  new  goods. 

A  specialty  with  us — not  a  side  issue. 

A  prescription  for  a  languishing  counter. 

Ardent  copiers  take  the  cue. 

A  china  chance. 

A  store  full  of  quick  movement. 

As  rare  as  the  prices  we  give  them. 

Absolute  economies  here  shown. 

A  store  where  confidence  dwells  eternal. 

All  that's  latest — all  that's  good. 


85 


86 


POWELL'S    PRACTICAL   ADVERTISER. 


A  little  nonsense  is  like  our  product — relished   by   the  best 

of  men. 
Admire  and  study  during  this  opening. 
A  sale  of  little  things. 
Annual  public  benefit  sale. 
A  quality  store. 

A  chance  that  will  impress  a  multitude. 
A  little  publicity  goes  a  long  way. 
A  goodly  collection  of  correct  styles. 
An  impressive  sale  will  be  in  full  swing. 
A  soft  feather  pillow  absorbs  the  cares  of  the  day. 
A  difference  with  a  distinction. 
An  eye-opening  sale  begins  to-morrow. 
Alluring  arrays. 

A  daring  cut  in  prices  all  along  the  line. 
A  purchasing  chance  that  few  will  miss. 
Advantages  that  will  appeal  to  any  shopper. 
A  flurry  in  shirt  waist  prices. 
Advertising  by  us  is  reliable  advertising. 
A  palate  pleasing  variety  of  eatables. 
A  mine  of  stirring  bargains. 
At  these  prices  the  goods  will  go  quickly. 
A  lesson  in  price  cutting. 
A  price  that  would  please  you. 
Attempts  at  word  painting  are  now  futile. 
A  bunch  of  prices. 

A  patron  gained  by  quality  remains  one. 
An  irresistible  series  of  specials  await  you. 
Accuracy  our  motto. 

An  opportunity  worth  taking  advantage  of. 
A  clean  sweep  with  low  prices. 

Benefit  of  bigness. 

Bargain  facts. 

Big  banner  bargains. 

Better  times  mean  better  goods. 

Bargain  bulletin. 

Bargains — not  remnants. 

Big  store  filled  with  little  prices. 

Broken  sets  at  broken  prices. 

Bright  goods  at  bright  prices. 

Bigger,  brighter,  better  bargains. 

Beautiful  effects  from  beautiful  goods. 

Best  made  for  best  trade. 

Better  a  little  more  quality  and  less  quantity. 

Beware  of  shoes  where  wear  is  not. 

Because  they  fit  well — they  wear  well. 

Big  prices  are  on  vacation. 

Best  goods  for  best  buyers. 

Be  in  the  swim. 

Bring  your  small  change. 

Big  bargains  in  bristle  goods. 

Balance  the  goods  with  the  price. 

Bargain  Friday  possibilities. 

Bargains  are  the  accidents  of  a  great  business. 

Buying  centre  of  the  masses. 

Bargains  beckon  you. 


Barely  able  to  hang  on  is  the  dealer  who  persists  in  clinging 

to  old  methods. 
Business  is  bulky,  but  under  the  spur  of  necessity  it  will  move 

at  its  accustomed  pace. 
Better  than  gold  dollars  at  fifty  cents. 
Big  results  from  small  beginnings  is  the  only  name  for  the  kind 

of  investment  we  offer. 
Better  goods  same  money — same  goods  less  monev. 
Be  fair  to  yourself. 

Best  leaves  no  room  for  improvement. 
Boundless  profusion  of  new  and  nobby. 
Buyers  busily  buying  big  bargains. 
Bargains  not  found  every  day. 
Bargains  for  thrifty  shoppers. 
Be  wise — shop  here. 
Buy  where  it  is  cheapest  and  best. 

Cash  is  King. 

Cash  is  economy. 

Cash  here  is  mightv. 

Continued  underselling. 

Condition  and  necessity. 

CUnk  of  dollars  saved. 

Credit  for  those  who  ask  it. 

Credit  here  is  at  your  disposal. 

Cash  is  the  axle  grease  of  business. 

Clutch  the  mighty  dollar. 

Consider  well,  then  decide  rightly. 

Comparison  price  sale. 

Come  back  again  trade  makers. 

Coin  can  be  made  (because  saved). 

Correct  styles  at  correct  prices. 

Can  you  resist  this  great  temptation  } 

Calcium  light  of  common  sense. 

Cash  alone  is  King. 

Can  you  meet  or  match  these  values  ? 

Convincing  economy. 

Chance  of  the  season. 

Come,  consider,  criticise  and  compare. 

Combination  that  unlocks  the  pocket  book. 

Credit  here  nicely  suits  small  earnings. 

Common  sense  commands. 

Contemplate  the  full  force  of  this  event. 

Cash  prices  on  cash  bought  goods. 

Cut  prices  are  here  bidding  for  business. 

Correct  effects  are  not  accidental. 

Care  was  given  to  each  and  every  detail. 

Convincing  facts  of  convincing  goods. 

Credit  us  with  enterprise  during  this  sale. 

Credit  business  at  cash  prices. 

Canny  readers  will  be  prompt  purchasers. 

Clock  prices  cut  in  half 

Come  to  look  and  you  will  remain  to  buy. 

Caught  in  the  price  maelstrom. 

Criticism  is  welcomed  by  us  from  everybody. 

Cool  A.  M.'s  and  P.  M.'s  mean  light  overcoats. 

Costs  but  little,  but  worth  much. 


PHRASES   AND    EXPRESSIONS. 


87 


Conquering  defiance  sale — Invincible  bargain  leadership. 
Calculated  to  take  your  breath  away. 
Come  to  us  when  you  want  a  heaping  money's  worth. 
Chilly  winds  cannot  keep  the  people  away  from  our  tremen- 
dous sale. 
Cash  or  credit  ?      In  either  case  you  get  great  value. 
Comfort  at  any  price. 

Clip  this  out  or  make  a  money-saving  memo. 
Change  in  style — change  in  prices. 
Clipped  prices  and  the  highest  grades  tor  you. 
"  Cold  wave  "  coal. 

Cheap  is  a  term  that  applies  only  to  our  prices. 
Credit — denied  to  none — offered  to  all. 
Care  was  exercised  in  writing  these  statements. 
Comparisons  and  calculations  concerning  cash  and  credit. 
Competitors  watch  our  ads.  with  absorbing  interest. 

Count  it  good  if •  sells  it. 

Coupled  here  are  high  qualities  and  low  prices. 

Consistency  is  the  gem  of  all  business  propositions. 

Competition  is  active,  but  we  more  than  meet  it. 

Cooking  comfort  at  small  cost. 

Comparison  throws  into  bold  relief  our  offerings. 

Common  sense  versus  false  economy. 

Careful  readers  will  respond  to  these  suggestions. 

Confidence  begets  credit — credit  creates  prosperity. 

Cheapness  in  prices  only — excellence  in  qualities. 

Cash  buying  means  saving. 

Clear  statements  made  our  advertising  interesting. 

Call  around  and  see  us. 

Careful  attention  is  paid  to  quality. 

Candid  statements  that  leave  lasting  impressions. 

Can  you  beat  our  prices  .' 

Cash  accounts. 

Come  to  us. 

Dull  months  turned  to  busy  ones. 

Double  earnings — double  saving. 

Desirable  goods. 

Dollars  do  double  duty. 

Dollars  of  value  for  dimes  in  cash. 

Dainty  needs  for  dainty  people. 

Don't  look  wise  and  make  a  fool  of  yourself. 

Distinctly  different — prices  popular. 

Drives  in  prices  worthy  attention. 

Dehciousness  for  those  who  love  good  things. 

Depreciation  in  price  only. 

Down  go  prices,  but  up  go  values. 

Day  dawn  for  careful  buyers. 

Digging  for  dollars  is  what  everybody  is  doing. 

Did  you  ever  see  such  an  opportunity  ? 

Daily  hints  for  daily  needs. 

Dollar  in  merchandise  for  dimes  in  cash. 

Do  you  wish  the  best  at  the  least  cost  ? 

Do  you  like  blunt  truth  or  fairy  stories  ? 

Don't  throw  awav  the  knowledge  of  "  buying  facts." 

During  this  sale  money  will  be  mighty. 

Don't  drink  in  all  the  bargain  nonsense. 


Don't  keep  her  waiting  when  you  can  buy  for  nothing  down. 

Delicious  confections  at  pleasing  prices. 

Dead  dollars  are  the  ones  you  hide  away. 

Don't  be  behind  the  times. 

Day  by  day  we  offer  superlative  values. 

Did  you  ever  see  anything  like  ours  f 

Desirable  goods  at  more  desirable  prices. 

Decision  is  necessary  for  time  is  limited. 

Dress  well  on  easy  terms. 

Don't  put  off — bargains  fly. 

Dashing   styles. 

Earners  will  appreciate  the  power  of  their  money  here. 

Expend  your  money  here  where  it  will  bring  its  utmost. 

Expansion  is  the  order  of  the  day  and  we  are  expanding. 

Excel  them  ?  Impossible  !  Equal  them  ?  Try  !  Investi- 
gate them. 

Eye  openers  in  necessities. 

Eager  buyers'  opportunity. 

Exciting  and  startling  sale. 

Early  season  goods  at  late  season  prices. 

Extraordinary  goods — extraordinary  prices. 

Every  point  a  good  point. 

Every  inch  a  bicycle. 

Every  stitch  a  bargain. 

Economy  that  is  economy. 

Every  value  tested. 

Every  saving  counts. 

Everyday  advantages. 

Early  buying  is  easy  buying. 

Economy  is  the  easy  chair  of  old  age. 

Eighty  per  cent,  of  the  profit  is  yours. 

Everything  from  everywhere. 

Every  article  bought  is  money  saved. 

Entering  upon  prosperity  is  easy — if  you  have  the  key — here 
it  is. 

Everything  goes,  it  is  astonishing  how  a  leader  takes  everything 
with  it. 

Everything  high  class  but  the  price. 

Every  department  greets  you  w  ith  right  goods. 

E.xamine  at  your  leisure — buy  at  your  pleasure. 

Early  comers  get  best  bargains. 

Every  article  guaranteed. 

Endless  array  of  new  styles. 

Easy  to  dress  well  at  our  price. 

Every  day  something  new. 

Favorite  wear  for  fashionable  folks. 

Funeral  of  profits. 

Famous  values  are  these. 

Friend  of  the  people. 

For  purse  wise  buyers. 

Figure  what  you  can  save. 

Facts  and  figures. 

Fame  came  in  the  wake  of  worth. 

Free,  quick,  rapid  sellers. 

Filled  with  selling  points. 


88 


POWELL'S    PRACTICAL   ADVERTISER. 


Fancy  goods  at  plain  figures. 

Fat  facts  for  slim  pocketbooks. 

Flawless  and  fashionable  features. 

Foremost  among  them  all. 

From  head  to  foot  we  clothe  the  man,  clothe  him  rightly, 

clothe  him  cheaply. 
Fairest  of  all  the  Autumn  openings. 
Fits  and  misfits. 
Facts  not  fakes. 

Features  worth  reading  about  are  these. 
Fit  well,  feel  well,  look  well. 
Frost  nipped  prices. 

Foolish  is  he  who  advertises  untruthfully. 
For  that  babv. 

Fair  prices  and  good  quality. 
Frank  statements  of  fearless  price  cutting. 
Friday — bargain  day. 
Full  satisfaction  guaranteed. 
Follow  the  crowd  and  you  will  come  to  us. 
Fine  feathers  make  fine  birds. 
Finish  fit  and  fashion  in  our  garments. 
Fads  and  fancies  of  the  hour  are  displayed. 
Frigid  facts. 
Forcefiil  figures. 

Fashion's  behests  were  religiously  followed. 
Figures  do  not  lie. 
Facts  worth  noting. 

Fancies  and  whims  are  more  than  anticipated. 
Fascinating  features. 
Finding  a  bargain  is  like  finding  anything  else — it  makes  the 

finder  happy. 
Fetching  features  to  fetch  business  of  much  magnitude. 
Face  gladdening  shares. 
For  your  foot's  sake,  lend  us  your  ears. 
Fashionable  effects  lighten  up  this  great  stock. 
First  impressions  are  always  the  strongest. 
For  your  stomach's  sake. 

Fashion  evolves  many  new  ideas — to  be  shown  here. 
Fine  furnishings  for  fastidious  fellows. 
For  the  particular  man. 

Great  merit  is  our  best  salesman. 

Gigantic  movement  of  supreme  importance. 

Good  merchandise. 

Gems  of  the  season. 

Good  things  for  those  who  think  of  good  goods. 

Goodness  of  our  offerings. 

Goods  it  pays  to  buy. 

Give  a  thought  to  this  opportunity. 

Good  teeth  mean  good  health. 

Great  buying  chances  now  presented. 

Greater  and  grander  than  ever. 

Goods  for  the  many — not  for  the  few. 

Great  business  is  inevitable  during  this  sale. 

Goods  neat — prices  little. 

Glance  with  a  keen  eye  down  this  bargain  list. 

Gifts  of  glittering  glass. 


Gloves  make  or  mar  the  costume. 

Good  posts  make  good  fences. 

Great  satisfaction  is  expressed  by  our  customers. 

Great  value  for  little  money. 

Generous  terms  on  stvlish  goods. 

Get  a  bargain  to-morrow  by  coming  to  our  store. 

Get  what  you  want — pay  what  vou  can. 

Grip  strong  a  chance  like  this  before  it  slips  along. 

Great  goodness  at  little  price. 

Gain  a  great  advantage  by  seizing  this  opportunity. 

Good  goods  at  damaged  prices. 

Generous  assortments  are  features  in  all  departments. 

Goodness  first— price  afterward. 

Generosity  in  bargain  giving  brings  us  generous  trade. 

Goods  well  bought  are  half  sold. 

Go  to  Johnson's  when  you  want  a  great  money's  worth. 

Good  news  of  good  goods. 

Goodness  of  these  articles  will  be  recognized  at  a  glance. 

Goods  that  suit — prices  that  please. 

Goods  are  here  to  be  sold — hence  these  persuasive  prices. 

Good  values. 

"Goodness"  is  an  adjective  that  well  qualifies  this  article. 

Good  goods  at  little  prices. 

Gems  of  elegance — gems  of  excellence — gems  of  value. 

Great  bargains  to-day. 

Give  us  a  chance  to  clothe  you. 

Grasp  the  opportunity  when  it  presents  itself  as  it  does  here. 

Get  the  habit. 

Get  the  best  at  the  lowest  price. 

Here's  where  we  excel. 

Honest  goods  at  honest  profits. 

Here's  every  element  of  worth. 

Here's  comfort  at  money  saving  price. 

Hints  to  housewives. 

Here's  a  breath  of  spring. 

Housecleaning  inducements. 

Honest  values  stitched  with  truthful  words. 

Highest  possible  grade  at  lowest  possible  prices. 

Here's  the  trade  event. 

Here's  your  opportunity. 

Home  beauty  is  home  comfort. 

He  that  knows  and  knows    that    he   knows  is   wise — follow 

him. 
Hot  prices  on  cool  weather  goods. 

Hanging  on  to  old  prices  is  no  way  to  obtain  new  business. 
Happy  thoughts  in  bright  colors. 
Help  us  to  lose  money  on  these. 
Here's  the  key  to  prosperity. 
Hands  and  brains  are  busy. 
Here's  littleness  of  price. 
Half  prices  to  the  cash  customer. 
How  do  you  like  our  styles  ? 
Here's  a  great  bargain. 
Heaps  of  bargains. 
Here's  a  chance  to  save  money. 
Highest  quality — lowest  price. 


PHRASES   AND    EXPRESSIONS. 


89 


t's  worth  while  to  stop  here, 
undersell. 

f  we  do  it — it's  done  right, 
t  is  never  any  trouble  to  show  goods, 
t'you  buy  it  here — it's  right. 
n  advertising  lies  the  secret  of  business  success,  but  not  in 

advertising  lies, 
t  pays  to  be  particular. 
n  the  line  of  bargains — try  these, 
t's  the  price  that  appeals  to  you. 
t  is  a  feat  to  fit  your  feet, 
t  pays  us  if  it  pays  you. 

t's  not  alone  that  we  say  it,  but  that  you  know  we  mean  it. 
t  takes  nerve  to  sell  at  these  prices, 
f  you  buy  at  Smith's  it's  all  right, 
t's  the  glove-like  fit  that  sells  it. 
t's  a  pleasure  to  serve  a  pleased  customer, 
f  you  want  wealth,  dig  !      It  you  want  value,  dig  !      If  you 

want  truth,  dig  ! 
t's  hard  to  earn,  but  easy  to  save, 
n  the  ladder  of  economy  every  round  counts, 
nspiration  for  saving, 
t's  not  a  job  lot  house. 

t  harrows  one's  soul  to  have  one's  sole  wear  out  so  soon, 
n  the  contest  between  goods,  prices  cut  the  figure. 
t  would  take  a  whole  library  to  tell  of  the  advantages, 
n  the  lexicon  of  elegance  there  is  no  word  to  express  their 

goodness, 
f  it's  here,  it's  worthy — if  it's  worthy,  it's  here, 
t's  a  waste  of  time  to  look  elsewhere, 
n  the  beginning  was  continuity.     The  fool  does  well  to-day 

and  badly  to-morrow, 
ts  wear  is  wonderful  and  its  wearers  legion. 
f  it   pays   to    advertise    part  of  the    time,    why  not    all  the 

time  ? 
f  nine  tailors  make  a  man,  we  have  the  best  nine  tailors  in 

the  city. 
f  interested  send  for  particulars,  proof  and  prices, 
t's  hard  to  beat  our  prices, 
mmense  values  abound, 
nterest  yourself  in  this  money-saving  sale. 
t  pays  to  buy  here, 
n  every  department — bargains. 


Just  a  few  of  the  many. 

Just  for  our  best  friends. 

Just  scale  of  merit. 

Just  a  little  better  than  the  best. 

Just  what  you  want. 

Just  for  curiosity's  sake  try  it. 

Just  an  inkling  of  many  smart  things. 

Jump  into  these  bargains  quick  and  think  later. 

Just  what  you  want  at  your  own  price. 

Judicious  buying  means  sure  saving. 

Jot  down  your  needs — we  can  supply  them. 

Jump  at  these  offerings. 

Just  a  few  convincing  facts. 


Knee  deep  in  attractiveness. 

Killing  prices  by  deep  cuttings. 

Keen  observers  note  our  bargains. 

Keep  up  to  date — watch  our  ads. 

Keep  pace  with  fashion. 

Know  what  you  want — buy  of  us. 

Knowledge  is  power — our  buyers  know  how. 

Luxurious  goods  at  necessity  prices. 

Little  prices. 

Lovely  showings. 

Loss  falls  with  heavy  thud. 

Little  things  at  little  prices. 

Leaders  for  this  week's  selling. 

Life  is  what  we  make  it. 

Late  comers  get  poorest  pickings. 

Look  at  this  list  with  a  critical  eye. 

Low  prices  are  loud  talkers. 

Latest  styles  are  here  in  abundance. 

Lingering  doubts  to  buy  are  banished. 

Look  and  learn. 

Little  by  little  are  your  payments  made. 

Low  prices  swell  sales  up  to  high  points. 

Long  lived  satisfaction. 

Liberal  inducements  to  prompt  purchasers. 

Light  goods  for  heavy  wear. 

Leave  your  order  here  to-day  or  to-morrow. 

Linked  to  comfort  and  quality. 

Low  prices  in  conjunction  with  high  qualities. 

Lively  selling  must  follow  this  announcement. 

Look  after  the  pennies  you  can  save. 

Legitimate  business  methods  have  their  effect. 

Luxury  lightens  labor. 

Less  profits  mean  bigger  values,  such  as  these  : — - 

Light  weight  goods  at  prices  still  lighter. 

Lavish  values  are  fascinating  features  of  this  sale. 

Lest  you  forget. 

Long  time  credits  to  suit  every  family  exchequer. 

Learn  how  to  save — buy  here. 

Large,  plump  bargains  await  to-morrow's  patrons. 

Let  us  know  your  needs. 

Languid  business  now  receives  a  "special  sale"  tonic. 

Little  hints  for  provident  shoppers. 

Lend  us  your  ear  while  we  will  to  you  a  bargain  tale  unfold, 

Last  chance  for  the  inventory  reduction. 

Lubricating  the  machinery  of  business  with  "  special  sale  "  oil. 

Little  folks  supplied  at  little  prices. 

Make  and  save  by  buying  diamonds  now. 

Marvelous  values. 

Makes  merchandise  move. 

Marvel  in  low  prices. 

Merit  is  the  basis  of  success. 

Merchandise  marvels  extraordinary. 

Make  us  prove  it. 

Mighty  movements  in  merchandising. 

Mistakes  cost  money. 


90 


POWELL'S    PRACTICAL  ADVERTISER. 


Modern  mercantile  methods. 

Mail  orders  receive  our  best  attention. 

Mai]  orders  promptly  and  carefully  filled. 

Minimum  cost — maximum  worth. 

Matchless  clearance  sales  in  all  departments. 

Magnetic  millinery  models  now  on  exhibition. 

More  for  the  money  than  you  can  find  elsewhere. 

Magnificent  array  of  values  are  now  to  be  seen. 

Meritorious  articles  priced  at  moderate  figures. 

Many  chances  to  save  money. 

Match  these  values  if  you  can.      They  are  great. 

Masterpieces  of  workmanship  are  these  articles. 

Masses  of  meritorious  merchandise. 

Make  up  your  mind  to  embrace  this  opportunity. 

Minute  details  have  been  thoroughly  carried  out. 

Money  in  your  pocket  sale. 

Magnitude  of  our  offerings  impresses  evervbody. 

Money-saving  time  is  all  the  time. 

Mail  order  shopping  here  is  satisfactory  shopping. 

Made  right — sold  right. 

Many  will  hasten  to  respond  to  this  advertisement. 

Money  talks  and  usually  talks  cents. 

Microscopic  prices  are  to-morrow's  selling  figures. 

Meet  us  half  way. 

Modes  of  the  moment  receive  full  expression  here. 

Money  saved  by  buying  here. 

Men,  women,  boys  and  girls  will  aUke  be  interested. 

Merely  a  hint  of  good  things. 

Manufacturers'  surplus  stock  to  go  the  bargain  way. 

Matchless  material  at  unmatchable  prices. 

Memoranda  can  be  made  from  this  list  with  advantage. 

Make  us  your  clothier. 

Nothing  like  ours. 
Near  cost. 

Noteworthy  goods  at  no  able  figures. 
Nicknacks  cheap. 

Not  as  good  as  some,  but  better  than  most. 
Nicest  goods  you  ever  saw. 
None  better  than  ours. 
Neat,  novel,  nobby  and  new. 
Not  as  good  as  they  look. 
Nearly  everybody  will  come. 
Not  many  bargains,  but  good  ones. 
News  of  extreme  importance. 

New,  crisp,  reliable  goods  at  clean,  nonest,  desirable  prices. 
Novelties  are  here  in  abundance. 
Net  prices  on  net  qualities. 
Nobby  neckwear  popularly  priced. 
New  arrivals  in  fresh  goods. 
Notice  with  care  our  features  this  week. 
Not  something,  but  everything. 
Nimble  business  will  come  to  this  notion  sale. 
No  bait  but  quality. 

Novel  conceits  from  the  wide  world  of  fashion. 
Not  a  game  of  blind  man's  buff,  you  do  not  go  blindly  into 
a  purchase. 


Not  how  cheap,  but  how  good. 

Note  well  for  it  certainly  will  be  to  vour  advantage. 

Noise  is  not  business. 

Nothing  useless  put  in — nothing  useful  left  out. 

Only  values  here. 

Old  tale  of  new  stock. 

Opportunities  worth  noting. 

Our  business — your  interests. 

Out  of  the  ordinary  offerings. 

Observe  how  ruthlessly  we  slash  prices. 

Our  gain  is  your  gain. 

Our  bread  rises  to  explain. 

Obligation  to  buy  never  comes  with  a  visit. 

Our  object  is  to  save  your  money. 

Odd  lots  at  odd  prices. 

Opportunities  nothing  short  of  remarkable. 

Our  prices  talk  all  languages. 

Our  store  is  yours. 

Only  here  and  no\v  can  you  get  these  goods. 

Our  desire  is  to  move  goods,  not  to  get  cash. 

Our  mirror  of  present  fashion. 

Overwhelming  evidence  as  to  our  leadership. 

Our  fair  price  banner  waves  over  all. 

Ours  are  sure  thing  investments. 

Oasis  here  for  seekers  of  excellent  merchandise. 

Odd  sale  of  odd  ends  at  odd  prices. 

Our  circulation  needs  a  tonic  of  dollars. 

Ordinary  prices  are  far  above  our  present  figures. 

Once  a  customer,  always  a  friend. 

Our  prices  advertise  us. 

Opportune  sales  for  this  season's  home  furnishers. 

Out  of  date  methods  do  not  satisfy  up  to  date  people. 

Our  hat  pantry  is  stocked  with  the  best. 

Oversights  are  committed  by  those  who  fail  to  come. 

Ours  are  the  best. 

Odds  and  ends  of  a  splendid  season's  business  now  to  go. 

Of  course  it's  just  a  passing  chance  at  these  prices. 

Open  wide  your  eyes  for  here  is  something  worth  reading. 

Our  aim  is  constantly  toward  the  mark  of  public  patronage. 

Optics  of  many  readers  are  centered  upon  this  announcement. 

Our  footwear  will  outwear  footwear  bought  elsewhere. 

Obstacles  to  buy  in  the  shape  of  high  prices,  are  now  removed. 

Opportunities  for  money  saving. 

Onlv  a  few  of  our  bargains. 

Offerings  of  the  rarest. 

Occasion  of  rare  importance. 

Pure,  sure  sells,  satisfies. 

Prices  that  surprise — values  that  tell. 

Prosperity  follows  thrift. 

Properly  popular  prices. 

People  of  any  color  treated  white. 

Prosperity  goods  at  poverty  prices. 

Procrastination  profits  no  one. 

Pay  for  what  you  get  and  get  what  you  pay  for. 

People  appreciate  our  push. 


PHRASES   AND    EXPRESSIONS. 


91 


Plentitude  of  bargain  figures. 

Prices  in  themselves  are  not  conclusive. 

Poor  goods  cost  most. 

Popular  prices  mean  right  prices. 

Prices  as  hard  to  match  as  the  goods. 

Painful  pauses  in  prosperity  have  compelled  us  to  make  special 

prices  on  all  stock. 
Prices  will  never  satisfy  until  quality  has  set  the  mind  at  ease. 
Prices  out  of  joint. 
Prescriptions  precisely  prepared. 
Prices  are  now  half  prices. 
Prices  run  like  these. 
Positive  price  reductions. 
Price  reductions  predominate. 
Prices  that  speak  for  themselves. 
Pleased  customers  make  steady  patrons. 
Purchase  here  if  you  want  satisfaction. 
Prepare  for  a  rainy  day — see  our  mackintoshes. 
Politeness  the  watchword  here. 
Price  figures — quality  counts. 

Price  and  promptness  are  features  of  which  we  are  proud. 
Pinch  of  prices . 
Prices  with  bowed  heads  are  these. 

Quality  is  everything. 

Quality  is  the  password. 

Quality  is  the  best  economy. 

Quality  is  the  true  test  of  cheapness. 

Quality  first,  then  price. 

Quality  and  style  prove  the  bargain. 

Quality  counts — we  sell  standard  goods. 

Queerest  of  queer  trade  doings. 

Quick  sellers  and  why  not  ? 

Quality  our  best  advertisement. 

Quintessence  of  value. 

Quaint  conceits  at  queer  prices. 

Quality  speaks  for  itself. 

Quick  selling  prices. 

Quality  our  trade  mark. 

Quick  service — no  mistakes. 

Quantity  and  quality — that's  our  stock. 

Real  dollar  values. 

Remarkable  rates. 

Radical  reductions. 

Remorseless  price-cutting. 

Reduction  fever  raging. 

Reasonable  prices  are  quoted. 

Rich  goods  at  poor  prices. 

Radical  changes  are  now  necessary. 

Right  in  front — as  usual. 

Reasons  abound  as  to  why  you  should  buy. 

Rightness  first — profits  afterwards. 

Realize  the  full  importance  of  this  oifering. 

Ripest  fruit  of  intention. 

Reap  the  benefit  of  these  splendid  offerings. 

Right  time  by  right  watches. 


Rush  of  business  from  a  whirlwind  of  bargains. 

Real  bargains  are  now  told  of  by  printer's  ink. 

Reputable  merchandise  the  only  sort  we  ever  offer. 

Royal  Claret  at  plebeian  prices. 

Richness  in  bargain  giving  a  feature  tor  to-morrow. 

Rarest  of  bargain  opportunities. 

Random  items  picked  from  hundreds  of  others. 

Reputation  is  a  subject  that  readers  carefully  consider. 

Reasonable  reasons. 

Rash  prices  are  these  !      Yes,  but  they  bring  business. 

Retailing  here  is  never  sleepy  or  stolid,  dull  or  drowsy. 

Rare  because  of  style — exceptional  because  of  price. 

Radiant  showings  of  the  last  fancies  of  Dame  Fashion. 

Range  of  colorings,  styles  and  effects  most  remarkable. 

Ripest  fruit  of  invention. 

Restricted  quantities  urge  the  necessity  of  calling  early. 

Rapid  selling. 

Ruinous  prices  are  these,  so  they  cease  to-morrow  night. 

Rich  value  for  bargain  hunters. 

Rich  and  rare  combinations  of  weaves,  colors  and  effects. 

Reasonable  prices  on  reliable  goods. 

Respect  for  public  intelligence  is  considered  in  every  adver- 
tisement. 

Rather  strange  but  it's  true — we  always  give  the  best  to  you. 

Resolve  yourself  into  a  committee  of  one  and  investigate  here 
to-morrow. 

Ready  to  wear  garments. 

Read  and  be  convinced. 

Return  your  goods  if  they  don't  suit. 

Some  snappy  bargains. 

Something  doing  here. 

Small  prices  bring  big  business. 

Sharp,  crisp  pricing. 

Scintillating  specials  in  superb  silverware. 

Savings  you  are  sure  of. 

Styles  fresh  with  the  lingering  touches  of  fashion. 

Shortened  prices. 

Skeptics  become  enthusiastic  buyers. 

Sacrificing  prices. 

Surging  sea  of  humanity  responds  to  our  values. 

Store  service  superb. 

Search  the  city  with  a  microscope,  you  could  find  no  better 

bargains. 
Seething  sea  of  bargain  seekers. 
Shoes  of  service — shoes  of  worth — shoes  of  style. 
Soft  shoes  for  tenderfoot. 
Small  prices. 

Shoes  for  sunshine  or  storm. 
Style  and  service. 
Striking  money  savers. 
Sensational  selling. 
Satisfaction  the  prime  factor. 
Sensible  shoppers  come  here. 
Seasonable  satisfaction. 
Sweeping  price  cuts  now  the  rule. 
Satisfaction  is  a  silent  salesman. 


92 


POWELL'S    PRACTICAL   ADVERTISER. 


Sharp  eyes  find  big  savings. 

Store  attractions  multiply. 

Service  is  a  point  we  never  overlook. 

Substantial  savings. 

Sensitive  purses  will  like  these  prices. 

Small  e.\pense,  small  profit. 

Standards  here  are  rigidly  maintained. 

Styles  that  are  snappy  and  becoming. 

Snappy  styles  to  give  a  snap  to  business. 

Something  for  nothing. 

Splendid  stocks  are  now  in  full  readiness. 

Strong  in  bargain  richness. 

Severe  cuts  in  selling  figures  now  evident. 

Snappy  staple  sellers. 

Short,  sharp  and  swift  sale. 

Stocks  are  now  at  their  best — their  brightest. 

Sacrificing  profit  to  make  sales. 

Swap  what  you  do  not  want  for  what  you  do. 

Stock  reduction  means  price  reduction. 

Stvle  showings  worth  coming  miles  to  admire. 

Standard  in  quality — always  satisfactory. 

Smashing  sales  are  in  force  throughout  the  store. 

Style,  quality,  price  right. 

Sales  of  surpassing  interest  are  now  in  full  swing. 

Satisfaction  brings  business. 

Showings  that  instantly  captivitate  critical  customers. 

Shrewd  buyers  need  no  urging. 

Sweep  out  all  stocks  with  the  big  broom  of  small  prices. 

Sound  sense  and  sane  judgment. 

See  what  we  have  to  offer,  then — use  your  own  judgment. 

Small  cash  for  much  pleasure. 

Stirring  price  reductions  stir  up  business  with  a  sharp  stick. 

Slight  the  littles  and  spoil  the  whole. 

Score  another  point  to  our  credit  on  account  of  this  offering. 

Seething  sea  of  selling. 

Selhng  you — we  sell  all  your  friends. 

Stern  necessity  makes  rare  opportunity. 

The  season  of  changes — how  about  underwear.^ 

That  burning  question. 

There  can  be  only  one  best  store. 

Triumphant  trade  turners. 

The  chances  of  years. 

The  key  to  the  situation. 

Tremendous  trade  temptations. 

To-day's  thoughts  for  busy  people. 

Trade  winning  triple  alliance — quality — price — creation. 

Taffy  is  cheap — deeds  count. 

That  indefinable  and  indispensable  thing  called  style. 

The  best  materials  put  together  by  people  who  know  how. 

Talk  here  is  backed  up  by  deeds. 

The  best  for  the  prices. 

Thrifty  trade  chances. 

Thoughts  for  the  thrifty. 

Turn  your  thoughts  in  our  direction. 

These  goods  sell  themselves. 

The  ups  and  downs  of  business. 


Tremendous  triumphs  in  trade. 

The  day  of  days — the  time  of  times. 

The  rivulet  of  bargains  flows  steadily  on. 

Thrift  and  taste  both  catered  to. 

Their  economy  is  their  wearing  quality. 

Truth  needs  no  trumpets. 

Tremendous  temptations  for  your  trade. 

To-day's  needs  are  to-day's  prices. 

Taste  for  the  beautiful  makes  you  appreciate  these. 

Those  who  come  to  look  remain  to  buy. 

The  man  of  taste  never  allows  his  taste  to  fall  short  of  his  shoes. 

The  comfortable,  fitable,  wearable  kind. 

Telling  arguments  now  are  told  on  paper. 

The  big  store  with  the  little  price. 

The  prices  and  the  goods  don't  balance. 

Tasty  confections  at  purse  pleasing  prices. 

The  prices  are  in  the  low  side  of  the  scale. 

The  fire  is  not  yet  out  in  our  great  reduction  sale. 

Throngs  will  come  in  response  to  this  offering. 

Think  before  you  buy — and  then  you'll  buy. 

These  goods  make  the  prices  look  small. 

Thinking  people  are  our  most  staunch  supporters. 

The  price  leans  your  way. 

The  stamp  of  style. 

Tales  worth  listening  to  are  in  the  following  items  : 

To  have  been  first  proves    antiquity — to  have  become  first 

proves  merit. 
The  purchaser — his  privileges  and  prerogatives. 
Tidings  of  more  than  passing  interest  are  here  told. 
The  theme  of  the  day — the  fad  of  the  hour. 
The  different  store. 

Terse,  truthful  tales  are  the  succeeding  paragraphs. 
The  handy  store. 
The  big  little  store. 

Thorough  workmanship  can  be  seen  in  every  stitch. 
The  greatest  growing  store. 
The  money  back  store. 

Temporary  trade  is  not  our  wish  ;   'tis  a  lasting  success. 
Truth  ever — quality  always. 
To-day  for  dollars. 

Thrifty  readers  will  be  in  strong  evidence  here  to-morrow. 
To-day  for  savings. 
This  is  the  place. 

Timid  retailers  cannot  understand  our  aggressive  methods. 
Trifles  light  as  air. 
The  greatest  wealth  of  selection. 
Transactions  of  great  magnitude   were  responsible  for  these 

values. 
The  masterstroke  of  price  cutting. 
The  store  of  worth. 
Teach  yourself  how  to  save,   take  advantage  of  our  credit 

system. 
The  veil  proclaims  the  well  dressed  woman. 
These  suits  are  their  own  salesmen. 

Think  deeply,  the  more  you  think,  the  more  you'll  buy. 
The  five  points  of  profit  broken  ofl^. 
Take  a  single  squint  at  these  hints.  1 


PHRASES   AND    EXPRESSIONS. 


93 


The  sun  of  commerce  casts  a  shadow. 

That  has  a  bad  efFect  on  inferior  goods. 

Time  is  up — goods  must  go. 

The  best  advertised,  the  most  patronized. 

The  least  criticised,  the  most  eulogized. 

To  grow  rich  is  only  to  embrace  opportunities. 

Truth  might  look  in  a  mirror  and  not  think  so  much  of  her- 
self as  in  our  advertisements. 

Taking  advantage  of  the  best  is  your  duty. 

Trinity  of  arguments,  viz.,  liberal  assortments,  high  qualities, 
and  low  prices. 

The  limit  of  little  prices. 

The  square  dealing  clothier. 

Thrift  means  prosperity. 

Tailors  for  good  dresses. 

The  best  is  always  the  cheapest. 

Take  advantage  of  these  money  savings. 

To  test  us  is  to  trust  us. 

The  new  customer  becomes  the  old  one. 

Transact  your  business  where  facilities  are  best. 

Trade  with  us. 

Tell  your  friends  where  to  buy. 

The  public  is  warming  up  to  our  bargains. 

Under  the  low  priced  banner. 

Undoubted  values  predominate  this  sale. 

United  we  stand. 

Unimely  end  of  old  stock. 

Understanding  follows  inspection. 

Union  is  strength. 

Unfailing  quality  our  motto. 

Undesirable  goods  never  found  here. 

Union  of  grades  and  prices. 

Useless  to  go  elsewhere. 

Unless  you  want  the  best  don't  come  here. 

Unexcelled  values  for  this  week. 

Use  common  sense  and  make  dollars. 

Undercuts  in  prices  now  in  force. 

Usually  the  cheapest — always  the  best. 

Umbrellas  in  a  bargain  shower. 

Underwear  at  under  prices. 

Unsurpassed  showings  in  new  goods. 

Unique  in  style  and  price. 

Undercurrent  of  bargains  runs  strong. 

Useless  to  look  elsewhere — you'll  find  no  better  at  the  price. 

Unless   you    want    to   lose   mone\ do    not    overlook    these 

bargains. 
Unquestionably  the  event  of  the  season. 
Unmatched  prices  on  matchless  goods. 
Unusual  prices  for  unusual  goods. 

Unanimous  approval  has  been  given  this  establishment. 
Universal  sales  faction. 
Union  make  clothes. 
Undeniable  values  are  here. 
Useless  to  look  around — we  are  here  first. 

Very  best  always. 


Vanishing  profits  are  our  lookout. 

Vast  assortments  await  your  inspection. 

Vastness  of  stocks  a  feature. 

Verify  everything  we  say 

Victory  perches  upon  our  banner. 

Varied  and  beautiful. 

Values  are  here  in  abundance — secure  them. 

Values  that  draw  mighty  crowds. 

Values  that  need  only  be  seen  to  be  appreciated. 

Verbiage  vs.  values. 

Visit  us  at  your  early  convenience,  to  your  advantage. 

Veracity  rather  than  variety. 

Volume  of  business,   not  large   margins,   makes   these   values 

possible. 
Vital  features  of  this  business  are  care  and  promptness. 
Volcanic  eruptions  of  business. 
Vigorous  selling  seen  in  every  department. 
Valuable  inducements  for  your  consideration. 

Whenever  you  want  goodness — call  on  us. 

Why  look  elsewhere  r — This  is  the  place. 

Wisdom  indicates  our  store. 

Women  who  want  value  come  here. 

Why  do  we  win  }      Because  we  give  the  best. 

Winsome  styles. 

We  sell  only  the  best  at  the  smallest  prices. 

What  you  want  you  find  here. 

Willing  clerks  always  at  your  service. 

Wary  money  savers  shop  here, 

Wellspring  of  rich  values. 

We  are  after  your  trade — once  we  get  it  we'll  keep  it. 

With  us  quality  is  the  watchword. 

Win  approval  by  selecting  here. 

Wise  buyers  never  shop — they  come  here. 

Worth  is  never  overlooked. 

We  give  you  what  you  want. 

Where  small  prices  reign. 

Why  do  we  do  this  .'     That's  our  secret. 

Wait  and  you  lose  these  bargains. 

Wet  weather  means  price  cutting. 

Women  will  be  greatly  interested  in  this  sale. 

Want  a  bargain  .?      Here's  the  real  thing. 

Win  a  prize  by  securing  one  of  our  bargains. 

What  we  advertise  we  sell — what  we  sell  advertises  us. 

Wise  men  get  the  most  for  their  money. 

Wide  awake  as  usual. 

Warm  weather  wearables  at  cold  weather  prices. 

We  live  through  our  customers  and  for  them. 

Wet  weather,  winter  women's  wear. 

We  please  with  these. 

We  give  facts  and  name  the  price— no  time  for  foolishness. 

We  give  you  your  money's  worth. 

We're  surprised  at  these  prices  ourselves. 

What  more  can  you  ask,  what  more  can  we  do  ? 

We  sell  so  as  to  sell  again. 

Well  made  goods  for  critical  buyers. 

We  please  particular  people. 


94 


POWELL'S    PRACTICAL   ADVERTISER. 


We  slice  the  price — not  the  quality. 

We  don't  give  the  most — we  give  the  best. 

Winning  prices. 

What  we  say  is  true,  what  we  do  is  legitimate, — what  we 

promise  we  fulfill. 
Wisdom  leads  the  way. 
We  return  the  money. 
Where'er  it  rains,  they  reign  supreme. 
Where  slender  pocketbooks  hold  carnival. 
Wise  readers  never  overlook  our  advertisements. 
We  are  tooting  our  horn — each  toot  is  new. 
We  excel  in  these. 
We  do  this  for  you. 
We  win  success  by  deserving  it. 
Well  worth  your  while. 
When    your    ship    comes   in    may    be    years — now   is    )our 

opportunity. 
Women  can  scent  bargains  miles  away. 
We  don't  follow  the  leaders,  we  lead  the  followers. 
We're  the  best. 

We  have  an  easy  time  pleasing  customers. 
We  wish  to  make  your  acquaintance. 
What  you  want  you  find  here. 
When  in  doubt  shop  here. 


You  see  styles  here  that  are  different. 

You'll  appreciate  the  goodness  of  these. 

Your  gain — our  loss. 

Yours  for  half. 

You're  pleased  with  these. 

You  are  looking  for  just  these  bargains. 

You'll  want  them  when  you  see  them. 

Yours  at  your  own  price. 

You  want  quality — here  it  is. 

You  want  the  best — come  here. 

You  are  sure  to  be  suited. 

Your  ideas  at  your  own  prices. 

Yesterday's  styles  are  not  here — everything  up-to-date. 

You  want  it  right — you  want  it  now. 

You'll  never  regret  buying  here. 

You  want  what  we  have. 

You  need  us  and  we  need  you. 

You  can  save  by  watching  our  advertisements. 

Zenith  of  bargain  achievement. 
Zealous  always  to  get  the  best. 
Zealous  always  for  your  interests. 
Zenith  of  bargain  giving. 
Zero  weather,  but  hot  bargains. 
Zealous  to  retain  vour  friendship. 


Management  of  Retail 
and  Local  Advertising 

Advertising  as  an  Investment,  Effect  of  Lar^e  Space, 
Making  Bargains,  What  the  Unchanged  Ad.  is  Worth, 
Buying  Bulk  Space,  Dailies  vs.  Weeklies,  Honesty,  etc. 


When  a  business  man  has  saved  a  certain  amount  from  his  profits  he  generally  tries  to  invest 
it  so  that  it  will  earn  more  profit — and  often  fails. 

Thousands  of  merchants  all  over  America,  who  have  everything  to  gain  by  properly  adver- 
tising their  businesses,  rush  into  Wall  Street  or  "invest"  their  surplus  cash  in  wild-cat  schemes, 
that  have  scarcely  one  winning  chance  in  a  thousand.  The  police  records  of  every  transparent 
get-rich-quick  swindle  invariably  reveal  the  stupendous  stupidity  and  cupidity  of  business  and 
professional  men  from  coast  to  coast. 

One  would  naturally  suppose  that  a  man  with  brains  enough  to  enable  him  to  become  suc- 
cessful in  trade,  would  appreciate  the  fact  that  specific  knowledge  and  experience  have  just  as  much 
to  do  with  his  rise  as  intellect  and  push.  Yet  he  plunges  into  side  schemes  entirely  outside  his 
field  of  knowledge,  and  runs  grave  chances  of  ruining  his  real  business. 

When  will  the  business  man,  especially  the  retailer,  learn  how  to  invest  his  surplus,  large  or 
small,  so  that  it  will  double  his   volume  of  trade? 

The  answer:  shortly  after  he  begins  to  advertise  systematically,  and  finds  out  that  small 
space  actually  does  return  a  profit. 

No  greater  fallacy  exists  to  day  than  the  oft-repeated  theory  that  it  takes  a  fortune  to  adver- 
tise and  that  small  space  doesn't  pay  even  when  the  copy  is  properly  prepared.      Let  us  see. 

A  hatter  and  furnisher  decides  to  try  advertising  as  a  means  of  increasing  sales,  and  he  con- 
cludes to  start  in  with  a  two-inch  ad.  to  be  run  daily.  Presuming  there  are  two  good  papers  in 
the  city  worth  using,  and  the  rate  is  say  five  cents  a  line  in  each,  this  would  make  twenty-eight 
lines  in  both  cost  $2.80  per  day,  or  $72.80  per  month  of  twenty-six  days.  Now  add  for  one 
new  drawing  and  etching,  say  $1.50,  and  the  total  is  brought  up  to  S4.30  per  day  or  $111.80  per 
month.      If  the  copy  is  original  and  good,  the  profit  on   new  business  will  show  up  without  fail. 

And  it  will  not  be  difficult  to  determine  results,  either,  after  such  a  campaign  has  been  running 
two  or  three  months.  But  remember  that  the  ofi'erings,  and  special  sales  of  the  honest  dealer  who 
is  an  experienced  advertiser,  will  attract  more  buyers  than  the  new  advertiser's  small  space. 

Naturally  the  inexperienced  advertiser  will  say,  "$4.30  a  day  means  that  I  must  sell  about 
1 10  or  $12  worth  of  goods  extra  just  to  pay  for  the  ad.      I  hardly  believe  it  possible." 

Look  at  the  matter  this  way:  the  whole  community  has  been  reading  your  ads.  for  some 
time,  but  possibly  trade  has  not  shown  any  marvelous  increase  to  date.  Two  months  have  gone 
by— and  the  advertiser  is  anxious.  That  very  day  a  gentleman  drops  in  and  buys  a  $30  outfit. 
The  next  day  the  advertiser  adds  two  more  permanent  customers,  and  so  it  goes,  until  in  the 
course  of  a  year  or  two  larger  quarters  are  needed. 

A  trifle  more  than  $300.00  started  a  new  era,  and  thereafter  it  is  merely  a  case  of  keeping  up 
the  advertising,  with  such  enlargements  as  experimentation  proves  wise.  Let  it  be  distinctly 
understood  that  there  is  no  rule  as  to  space,  and  I  only  suggest  the  possibility  of  the  minimum 
two  inches,  and  I  would  prefer  this  to  twelve  inches  once  a  week. 

By  a  plan  as  just  suggested  it  is  always  possible  to  keep  within  your  limits  and  avoid  large 
losses.      It  would  most  likely  be  a  bad  bargain  if  only  followed  for  a  week  or  so,  since  large  ads. 


96 


96  POWELL'S    PRACTICAL   ADVERTISER. 

overshadow  the  little  ones,  and  the  true  value  of  the  latter  is  apparent  only  after  the  buying  public 
has  been  educated  to  look  for  them. 

As  to  the  maximum  space,  the  only  guide  is  common  sense,  plus  some  experiment.  For 
example,  the  hatter  and  furnisher  would  hardly  require  ten  inches  regularly  for  the  good  reason 
that  the  proposition  is  not  sufficiently  extensive.  An  occasional  use  of  this  space  for  particularly 
attractive  bargains  would  undoubtedly  pay,  but  Rogers,  Peet  &  Co.,  New  York,  whose  style  is 
fully  illustrated  in  this  book,  rarely  exceed  six  inches,  the  average  being  considerably  less. 

The  department  store  can,  of  course,  run  the  largest  ads.,  owing  to  the  many  departments, 
each  of  which  is  a  complete  store  in  itself.  For  the  small  retailer,  with  only  one  or  two  propo- 
sitions, to  go  in  for  big  space  by  over-display  and  padded  text  matter  is  worse  than  folly. 

Note  the  number  of  inches  a  department  store  devotes  to  each  division,  and  a  fairly  good 
guide  will  be  discovered.  By  allowing  a  little  more  for  illustration  and  heading,  perhaps,  the 
settlement  of  the  space  question  is  practically  easy.     Gambling  is  reduced  to  a  minimum. 

Effect  of  Lar^e  Space. 

One  result  of  big  copy  is  the  apparent  prosperity  of  the  advertiser,  and  the  world  always 
takes  off  its  hat  to  success.  A  half  page  or  page,  when  there  is  sufficient  good  material  to  fill  it, 
has  a  sledge-hammer  effect  that  is  desirable  in  special  sales.  This  "brute  torce,"  however,  costs 
money,  and  it  carries  great  execution  when  the  new  store  opens  up — and  can  properly  fill  space 
with  something  besides  wind. 

What  the  Unchanded  Ad.  is  Worth. 

When  I  first  began  teaching  advertising  by  correspondence  I  enrolled  as  a  student  a  whole- 
sale and  retail  bookseller  and  stationer  in  a  small  city  of  New  York  State,  whose  retail  business 
had  been  long  established.  He  had  been  running  a  four-inch  ad.  in  both  local  dailies  and  changed 
copy  weekly.  I  immediately  advised  him  to  prepare  new  copy  every  day,  and  had  quite  a  time 
getting  him  to  do  it.  It  cost  a  trifle  more  to  advertise  this  way;  he  was  too  busy  at  that  time  to 
devote  the  necessary  time,  etc.  At  last  he  gave  in  and  agreed  to  follow  my  instructions  for 
one  month,  and  I  told  him  that  if  he  didn't  find  a  decided  gain  that  I  would  never  say  a  word 
in  explanation. 

At  the  end  of  the  month  he  wrote  me  :  "I  wouldn't  go  back  to  my  old  method  for  any- 
thing." As  a  matter  of  fact,  his  daily  change  of  copy  brought  plenty  of  new  trade.  Why  ? 
Simply  because  he  offered  six  times  as  many  things  as  formerly.  Plain  enough,  isn't  it?  Pin 
this  to  your  memory. 

People  don't  want  to  read  the  same  thing  every  day,  and  therefore,  the  unchanged  ad.  is 
worth  only  a  third  or  a  quarter  of  the  brand  new  one.  If  you  can't  spend  the  time  or  don't  know 
how,  hire  a  competent  ad.  writer,  or  quit  complaining  that  advertising  doesn't  pay. 

Honesty  in  Advertising. 

It  is  an  axiom  that  the  dealer  who  will  lie  in  his  ads.  will  cheat  his  customers  when  he  can. 
No  retailer  has  permanency  assured  if  he  doesn't  live  up  to  his  announcements.  His  local  repu- 
tation is  practically  his  all. 

Buying  Bulk  Space. 

Years  ago  it  was  customary  for  the  retailer  to  contract  with  publishers  for  so  much  space  to 
be  used  daily,  every  other  day  or  weekly — an  inflexible  agreement  to  run  so  many  lines  or  inches 
regularly.  To-day  the  large  advertisers  in  local  papers  contract  for  bulk  space  to  be  used  at  will 
during  a  year's  time,  such  as  10,000  lines,  1,000  inches,  etc.  This  enables  the  advertiser  to  run 
a  three-inch  copy  to-day,  ten  inches  to-morrow,  and  so  on.  The  plan  is  good  and  preferable  to 
any  other,  although  most  publishers  in  small  cities  charge  more  for  bulk  space  than  for  specified 


MANAGEMENT   OF    RETAIL   AND    LOCAL   ADVERTISING. 


97 


space  and  days.  Were  all  to  drop  out  in  hot  weather  and  jump  in  with  big  copy  at  other  times, 
the  publisher  would  have  to  materially  reduce  his  pages  during  the  lull  and  double  or  quadruple 
when  advertising  boomed.  For  this  reason  an  extra  rate  is  frequent  on  bulk  space.  Metro- 
politan publishers  seldom  discriminate  in  this  way.  As  to  any  rule,  each  advertiser  must  be 
governed  according  to  publisher's  rules. 

A  jeweler  might  find  two  inches  plenty,  and  it  would  therefore  be  impossible  for  him  to 
wisely  contract  for  variable  space. 

Making  Bargain  Prices. 

I  have  been  asked  hundreds  of  times  this  question:  "How  can  any  store  find  enough 
genuine  bargains  to  fill  large  daily  ads.?"  Look  over  the  average  department  store  announcement 
and  it  is  bargain,  bargain,  bargain.      How,  indeed,  is  this  really  possible? 

The  analysis:  department  stores  as  a  rule  undersell  the  single  line  dealers.  They  don't 
always  have  the  identical  article,  which  may  be  a  trade-mark  product  and  proof  against  cut-rates, 
but  for  everything  there  is  something  about  as  good  that  can  be  sold  at  a  reduction.  The  depart- 
ment store  merely  gives  its  price  and  compares  it  with  "regular  value."  One  large  store  that 
maintams  the  highest  standard  of  honesty,  fair  dealing  and  truthfulness,  sometimes  engineers  a  big 
sale  in  this  way  :  a  lot  of  new  goods  are  marked  up  to  the  highest  notch  any  dealer  would  have  the 
nerve  to  ask  :  a  few  days  later  everything  is  "cut"  for  the  big  sale.  Really  the  buyers  get  no  very 
wonderful  bargain,  but  they  do  get  value,  and  know  it. 

But  why  not  originally  mark  the  goods  at  the  fair  price  instead  of  jockeying  ?  Why,  simply 
because  there  would  then  be  no  occasion  for  the  big  ad.,  and  people  have  the  Yankee  trading 
instinct  so  strong  that  they  fairly  dote  on  those  bargain  opportunities.  The  pace  has  been  set, 
and  woe  to  the  advertiser  who  follows  lines  and  methods  too  Puritanical.    - 

Again,  the  big  store  doesn't  want  to  sell  everything  on  a  rock-bottom  scale. 

Daily  vs.  Weekly  Papers. 

I  don't  affirm  that  a  daily  is  six  times  as  valuable  as  a  weekly,  but  it  is  certain  that  the 
former  which  carries  the  message  every  morning  or  evening  is  indispensable  to  large  trade,  and  the 
daily  rate  is  usually  nearly  twice  as  cheap  as  the  weekly  rate.  This  more  than  off-sets  the  short 
life  of  the  daily.  In  small  towns  the  retailer  can  only  use  the  weekly,  and  he  ought  to  patronize 
it  liberally.      My  advice  is  to  use  both  mediums  when  advisable,  but  always  the  daily  first. 

I  do  not  approve  of  running  "every-other-day"  advertising  for  the  dealer  with  a  store  full 
of  things  the  public  will  buy.     The  more  store  news  the  better  within  proper  limits. 

There  may  be  exceptions,  of  course.  A  hatter,  who  sells  practically  nothing  else,  may  find 
every  other  day,  or  twice  a  week  enough. 

I  also  want  to  add  right  here  that  no  other  form  of  local  advertising  is  equal  to  good  news- 
papers. Circulars,  novelties,  etc.,  have  their  use,  but  the  newspaper  is  the  one  medium  that 
towers  above  everything  combined. 

Weather  Effects. 

Large  advertisers  when  about  to  run  unusually  big  space,  arrange  with  publishers  to  substitute 
small  copy  if  the  weather  bureau  reports  that  come  in  late  at  night  indicate  a  stormy  morrow. 
This  saves  many  a  loss,  since  a  sale  is  unlikely  to  be  a  success  in  rainy  weather.  An  umbrella  ad. 
might  be  more  effective. 

Box  for  Suddestions. 

Large  stores  will  find  a  centrally  located  box  for  receiving  suggestions  from  employes  a 
valuable  institution,  as  it  will  keep  the  advertising  interest  alive.  Offer  |i  for  every  error  of  any 
kind  found  in  an  ad.;  also  offer  prizes  for  the  best  feasible  ideas  that  can  be  utilized  either  in  store 
management  or  in  the  advertising. 


V  V 


A 


Special   Drive   Sales 

With  one-half  the  bread  winners  of  America  Earning 
about  $600.00  a  year,  the  success  of  the  Bargain 
A     A     ^     ^     Sale   is   easily  accounted  for     ^     ^     4t     A 


Special  Sales  throughout  the  year  are  money-bringers  if  properly  conducted.  The  large 
advertiser  can  use  special  illustrations  to  good  advantage,  and  borders  made  up  with  regard  to  the 
event  will  be  of  more  than  passing  interest.  The  small  space  user,  too,  can  head  his  little  four- 
inch    single  column    ad.  with   a  catchy,  appropriate  illustration,  and   he  will  get  credit   for  his 

smartness. 

In  retail  merchandising,  especially  in  the  cities,  department  stores  inaugurate  every  year  a 
series  of  sales  which  shoppers  have  come  to  look  for  as  regular  events.  Among  these  are  the 
White  Sale,  Furniture  Sale,  &c.  These  specific  names  indicate  the  character  of  the  sale  and  on 
many  accounts  are  better  than   mere  general  sale,  the  title  of  which   alone   may   not  carry  much 

strength. 

The  Anniversary  Sale  is  generally  a  winner,  as  patrons  have  come  to  look  upon  it  as  a  time 
for  extra  generosity  on  the  part  of  the  firm — a  sort  of  thanksgiving,  as  it  were,  that  they  are  alive 
and  prosperous  through  the  kind  patronage  of  the  good  public. 

The  success  of  the  Special  Sale  rests  in  no  small  degree  upon  the  penny-saving  propensities  of 
humanity,  as  we  are  a  nation  of  bargain  hunters.  Add  to  this  the  fact  that  one-half  the  popu- 
lation of  the  country  earns  according  to  statistics  only  about  $600.00  a  year  and  the  attraction 
of  the  "  Bargain  "  will  be  more  thoroughly  appreciated. 

Almost  every  locality,  too,  has  one  or  more  events  of  public  importance,  worth  incorporating 
in  advertising,  such  as  the  firemen's  parade,  county  fair,  laying  of  corner  stone,  etc.  Don't  forget 
to  get  the  artist  busy  in  your  behalf,  and  give  him  plenty  of  time. 

As  to  the  particular  goods  to  advertise,  the  dealer  needs  little  advice,  because  he  knows  what 
he  can  offer  at  special  prices,  and  what  will  be  appreciated.  Of  course,  no  "Sale"  can  be  made 
effective  without  the  "Money-saving"  possibilities. 

All  special  sales  should  be  advertised  a  day  or  so  ahead,  and  until  it  is  over,  don't  break  the 
interest  with  other  things. 

The  ad.  writer  should  co-operate  with  the  window  dresser,  and  he  should  also  furnish  good, 
catchy  copy  for  window  cards,  which  may  either  be  printed  or  painted. 

Then,  too,  the  buyer  is  an  important  fellow  at  this  time.  He  is  equally  interested,  and  can 
oflFer  suggestions  for  the  event  as  a  whole. 

It  would  also  be  a  good  plan  to  have  a  printed  slip  enclosed  in  the  pay  envelope  soliciting 
new  ideas  from  employes.  OiTer  a  dollar  for  each  one  that  is  used.  Even  a  new  boy  might 
stumble  across  something  of  value,  but  the  main  thing  is  to  get  every  employe  thinking,  and  the 
store  can  well  afford  to  pay  for  that  general  interest.      It  creates  team  work. 

The  White  Sale. 

Directly  following  the  New  Year  comes  the  great  "White  Sale,"  an  event  looked  forward  to 
by  every  money  saving  woman,  who  finds  in  it  a  chance  to  save  labor  as  well  as  dollars.  The 
head  of  the  "under  muslins"  has  been  preparing  for  it  for  months.  Factories  from  Maine  to 
California  have  been  running  overtime  to  produce  the  tremendous  array  of  garments  that  await  the 
buyers  on  the  opening  day. 

The  first  announcement  is  generally  in  the  Sunday  papers,  as  much  as  a  page  frequently  being 


SPECIAL    DRIVE    SALES.  99 

given  to  the  specializing  of  the  various  bargains  in  the  giant  aggregation.  A  bewildering  sea  of 
whiteness  meets  the  Monday  morning  money  saver.  What  awaits  her  is  not  the  result  of  sweat 
shop  labor,  as  many  think,  but  the  true  exemplification  of  what  buying  in  quantity  can  do  both 
on  the  part  of  the  manufacturer  and  the  head  of  the  underwear  department  as  well.  It  is  not  an 
array  of  fake  fascination — the  garments  are  well  and  generously  made;  the  styles  are  the  latest,  and 
the  prices  the  lowest.  Is  it  any  wonder  that  the  needle  and  the  sewing  machine  are  relegated  to 
second  place  in  the  home  and  that  women  everywhere  look  forward  to  "The  Great  White  Sale" 
as  the  event  that  is  a  real  definition  of  the  word  "  Bargain?" 

January  Mark  Down  Sale. 

"The  White  Sale"  is  the  leader  for  January,  but  there  also  occurs  an  event  ot  almost  equal 
importance  in  this  month.  It  goes  under  several  names — "Pre-Inventory"  and  "Mark  Down 
Sales"  being  the  two  most  widely  known.  First  the  left-over  holiday  merchandise  has  to  be 
moved  to  make  all  room  possible  for  the  White  Goods,  and  the  later  consignments  of  Spring  mer- 
chandise. Sometimes  this  sale  continues  almost  until  February  with  alluring  announcements  of 
special  offerings  that  keep  the  public  keyed  up  to  the  buying  stage.  Of  course,  it  means  constant 
hammering  in  the  newspapers — almost  daily  announcements  of  the  great  money-saving  chances 
the  sale  affords.  The  ad.  man  is  frequently  put  to  it  rather  severely  to  find  forcible  and  expres- 
sive language  sufficiently  varied  to  meet  each  day's  requirements,  but  if  he  is  there  with  the  goods 
— the  store  will  not  be  long  there  with  the  goods,  an  anomaly  that  the  merchant  is  bound  to 
appreciate. 

February  General  Sales. 

February  is  a  great  month  in  which  to  pound  on  prices  and  liberally  advertise  masculine  and 
feminine  garments,  push  reductions,  have  sales  in  silks,  dress  goods  and  dress  fabrics  of  all  kinds — 
prepare  sales  of  books,  notions,  house  furnishings,  blankets,  underwear,  hosiery,  gloves,  etc.,  and 
an  earnest  effort  is  made  about  this  time  to  effect  a  clearance  on  all  winter  goods,  for  the  new 
spring  styles  will  soon  show  themselves. 

Lincoln's  Birthday  Special  Sales. 

On  this  occasion  there  is  a  great  chance  for  the  sale  of  flags  and  souvenir  cards  and  literature 
on  the  lite  of  the  Great  Emancipator  of  the  Slaves.  As  it  is  generally  regarded  as  a  holiday  there 
can  be  held  out  special  inducements  in  the  way  of  general  bargains,  the  department  stores  being 
always  open,  while  the  great  world  of  bankers,  brokers,  and  office  employes  are  out  that  day  to 
shop.     To  them  advertisements  should  be  especially  addressed. 

Washington's  Birthday  Special  Sales. 

Again  the  sales  of  flags  and  bunting  make  a  prominent  display  feature.  In  the  confectionery 
department  specials  should  be  advertised  in  the  way  of  candy  boxes  bearing  small  hatchets,  bunches 
of  cherries  and  other  symbolical  ideas.  In  the  picture  section,  portraits  of  Washington  can  be 
specially  advertised. 

In  books — "The  Life  of  Washington,"  of  course,  would  be  given  prominence.  In  fact  the 
merchant  must  be  ever  alert  to  the  suggestiveness  of  both  local  and  national  happenings  as  they 
bear  upon  his  particular  business. 

Valentine's  Day  Sales. 

Between  Lincoln's  Birthday  and  Washington's  Birthday  comes  the  14th  of  February — the 
date  filled  with  sentiment  and  romance  but  also  of  commercial  value  as  far  as  the  merchant  is 
concerned. 


100  POWELL'S    PRACTICAL   ADVERTISER. 

Suppose  he  is  a  confectioner — look  at  his  chance — heart-shaped  boxes  advertised  at  attractive 
prices — heart-shaped  bon  bons — sugar  Cupids,  etc. 

In  the  department  store  the  special  ads.  dwell  on  favors  for  the  day — Valentines  in  the  book 
department  and  a  general  inducement  in  enticing  print  to  mark  St.  Valentine's  Day,  through  pur- 
chases at  the  particular  store. 

Sales  for  March. 

March  is  really  the  herald  of  May  and  the  earlv  summer  offerings.  At  this  time  often 
when  blizzards  are  raging  the  windows  blossom  forth  with  new  dress  goods  and  millinery.  The 
fortunates  who  go  South  in  the  early  spring  are  always  glad  to  buy  the  advanced  styles,  while  the 
world  of  women  at  large  almost  unanimously  believe  in  buying  when  stocks  are  freshest  and  most 
complete.  It  is  on  this  account  that  the  newspapers  are  sought  to  dilate  on  special  offerings  in 
organdies  and  other  diaphanous  fabrics  at  the  very  time  the  furriers  are  trying  to  get  rid  of  their 
stock,  eloquently  dwelling  on  the  fact  that  there  are  many  days  of  winter  still  to  come  when  furs 
will  be  acceptable. 

St.  Patrick's  Day  Specials. 

This  is  not  altogether  commercially  strong,  but  it  counts  as  a  factor  in  general  popularity. 
The  store  that  gives  specials  on  green  ribbons,  that  has  shamrock  brooches  at  17c.,  or  can  furnish 
green  boxes  for  bon  bons,  new  prices  on  green  feathers  or  shirt  waists,  is  going  to  win  out  on  the 
day  of  all  days  for  the  Irish  contingent. 

If  there  is  a  grocery  department  connected  with  the  establishment  or  a  special  grocer  wishes 
to  make  a  hit — Irish  Whiskey  for  the  17th  at  reduced  prices  will  mean  new  customers  for  the 
coming  year. 

April  Special  Sales. 

These  are  usually  made  interesting  to  housewives — offerings  of  carpets,  furniture  and  home 
fittings  generally  at  attractive  prices  to  appeal  are  made  to  those  who  are  in  the  throes  ot  Spring 
house  cleaning  and  refurnishing.  Other  April  sales  are  held  on  Spring  garments  for  men,  youths 
and  boys  as  well  as  women  and  children. 

Groceries  get  a  special  boom  at  this  season  as  the  fresh  Spring  vegetables  can  be  written  up 
in  a  style  to  woo  the  jaded  appetite,  tired  of  winter  canned  goods. 

Easter  Special  Sales. 

The  ad.  man  has  a  rare  chance  here  to  offer  such  bargains  in  millinery  and  Spring  attire 
as  are  certain  to  be  in  demand  for  the  notable  event  in  the  fashion  calendar.  In  connection  with 
this  comes  the  gift  question,  as  Easter  ranks  almost  on  the  same  plane  with  Christmas  as  far  as  the 
exchange  of  presents  is  concerned.  Naturally  there  are  many  special  sales  that  can  be  arranged  for 
this  season.  Small  novelties  particularly,  as  well  as  prayer  books  and  special  literature  of  a 
religious  character. 

The  Sales  of  May. 

It  may  seem  a  little  late  for  the  Spring  overcoat  or  suit,  but  many  a  man  who  has  worn  his 
winter  rig  at  Easter  feels  in  duty  bound  to  buy  something  new  by  the  first  ot  May.  Consequently 
in  this  month  the  ad.  man  offers  special  inducements  in  these  garments  that  can  do  summer  service 
as  well. 

Negligee  shirts  should  get  a  boost  at  this  time  anil  trunks,  dress  suit  cases  and  the  other 
paraphernalia  of  outing  come  in  for  their  bow  to  the  waiting  public,  for  certainly  the  great  majority 
of  wage  earning  purchasers  do  wait  for  these  opportunities,  to  get  what  they  need  at  the  price 
they  desire, 


SPECIAL    DRIVE    SALES.  101 

With  the  trees  sending  forth  tender  green  leaves,  of  course  the  automobilist  waxes  enthusi- 
astic over  the  pleasure  to  be  derived  from  his  "  machine,"  and  thus  the  advertising  columns 
burst  forth  with  specials  not  only  concerning  the  cars  themselves,  but  automobile  "get  up"  in 
general.  All  dealers  who  sell  goods  of  a  sporting  and  outing  character  put  in  their  best  efforts  all 
through  this  month. 

The  shoe  dealer  looks  to  the  future  and  exploits  a  few  striking  bargains  in  oxfords  and  tans — 
no  page  ads.,  but  the  chatty  four  and  six-inch  single  columns  that  talk  right  to  the  point  and 
right  from  the  shoulder. 

The  hardware  man  is  not  to  be  left  behind.  It  is  a  month  of  upheaval  and  removal  in  the 
domestic  world  and  there  are  many  articles  the  hardware  man  can  supply  for  this  month's  special 
needs.  Mattings,  remnants  in  carpets,  special  offerings  of  upholstery  and  furniture  will  always 
appeal  to  the  housewife  who  notes  the  worn  spots  and  wants  to  refreshen  at  the  smallest  possible 
expenditure. 

Decoration  Day  Offerings. 

This  is  the  first  real  holiday  of  the  summer  and  there  is  always  a  grand  rush  for  the  country, 
consequently  everything  needed  for  the  outing  is  offered  at  specially  enticing  prices.  The  florist 
offers  plants  in  profusion  for  the  decoration  of  the  graves  of  those  to  whom  Memorial  Day  is 
dedicated.  Flags  and  bunting,  of  course,  figure  largely  in-  these  offerings.  There  is  no  hurrah 
about  it,  as  pleasure  is  of  the  subdued  rather  than  the  uproarious  character  on  this  day  when  the 
dead  and  the  living  occupy  public  thought  and  attention  on  equal  terms. 

Fourth  of  July  Boom. 

Outing  goods  and  firecrackers  hold  sway  in  the  ads.  of  this  great  Day  of  Independence. 
Small  and  large  cannon,  every  conceivable  thing  that  goes  off  with  a  bang,  flags  and  fancies 
appropriate  for  the  occasion,  are  pushed  forward  prominently.  Picnic  dainties  specially  priced  are 
offered  by  the  grocery  department,  bon  bon  boxes  representing  giant  firecrackers  decorate  the 
counters  of  the  candy  section.  Red,  white  and  blue  ribbon  is  seen  everywhere.  It  is  hurrah! 
from  start  to  finish — for  now  summer  selling  has  really  begun  in  earnest. 

Mid-Summer  Advertising. 

Following  Fourth  of  July,  there  is  usually  a  lull  and  it  is  just  at  this  time  that  the  ad.  writer 
must  be  especially  alert.  Because  a  great  majority  of  the  people  are  out  of  town  is  no  reason  why 
those  left  in  the  burning  city  should  not  be  attracted  by  specious  reasoning  and  money  saving 
offers  to  swell  the  aisles  the  same  as  during  the  holiday  rush. 

By  good  advertising  the  summer  sojourners  at  sea-side  and  mountain  resorts  can  be  made  to 
swell  the  mail  order  contingent  to  such  an  extent  that  their  absence  from  the  city  would  not  be 
known  were  it  not  for  the  address  accompanying  the  liberal  orders  that  come  in  after  the  appearance 
of  each  well  arranged  and  skilfully  presented  combination  of  goods  and  prices. 

During  the  summer,  the  special  sale  of  straw  hats  is  one  of  its  best  features.  You  can  keep 
a  sale  of  this  kind  running  for  a  week  or  so  with  frequent  change  of  copy.  Endeavor  particularly 
in  summer  to  inject  life  and  crispness  into  all  your  ads.  Make  them  as  varied  as  possible — 
variety  is  the  spice  of  advertising  life. 

When  the  straw  hats  have  been  exhausted  you  can  take  up  crash  suits,  light  coats  and  vests, 
and  a  general  outpouring  of  shirt  waists.  You  will  find  that  women  are  ever  ready  to  buy  shirt- 
waists and  at  mid-summer  when  their  supply  is  either  depleted  or  unsatisfactory,  they  are  eager  to 
get  bargains  in  that  most  popular  woman's  garment. 

Many  concerns  who  find  that  the  "Sale  of  Manufacturer's  Stocks"  and  other  similar  worn 
out  devices  do  not  bring  as  much   as   they   desire,  resort  to   schemes  to  advertise  their  particular 


102  POWELL'S    PRACTICAL   ADVERTISER. 

store.  Sometimes  they  offer  with  every  sale  of  clothing  and  furnishings  a  ticket  for  ten  per  cent, 
of  the  sale,  good  in  any  department.  They  also  give  large  umbrellas  to  drivers  and  the  transfer 
agents  at  such  sections  of  the  city  where  persons  change  from  one  line  of  cars  to  another;  of  course 
these  umbrellas  bear  the  advertisement  of  the  firm. 

Other  concerns  give  away  fans  and  some  even  go  so  far  as  to  offer  dishes  of  ice  cream  with 
every  purchase  of  a  dollar  or  more.  The  value  of  a  cool  store  in  summer  cannot  be  overestimated. 
This  fact  should  be  brought  out  prominently  in  the  daily  advertising,  and  you  will  find  it  one  of  the 
strongest  of  summer  arguments. 

August  Furniture  Sale. 

Dealing  in  futures — anticipating  the  winter  needs  of  the  home,  the  furniture  buyers  plan  all 
the  year  round  for  the  great  August  Furniture  Sale.  It  has  of  late  years  become  one  of  the 
greatest  trade  events  in  the  annals  of  the  big  department  stores.  Acres  of  floor  space  are  devoted 
to  it  and  there  is  a  prolonged  splurge  in  advertising. 

Full  and  even  two  page  ads.  appear  both  Sunday  and  daily.  Artists  are  required  to  get  up 
their  most  striking  illustrative  headings  and  the  inducement  of  free  storage  until  needed  is  par- 
ticularly featured  in  connection  with  the  really  wonderful  bargains  offered. 

This  sale  lasts  generally  three  weeks.  The  ads.  must  be  varied — new  inducements  offered 
and  a  continual  harping  on  the  fact  that  new  supplies  arriving  constantly  keep  the  assortment  up 
to  the  unbroken  standard  of  the  day  of  opening.  Toward  the  end  even  these  bargains  are  cut 
sharply  and  it  rarely  happens  that  there  are  enough  pieces  left  over  to  materially  increase  the  regular 
stock. 

The  money-saving  chances  are  made  too  strong  to  permit  this.  But  it  is  a  time  of  prolonged 
strain  for  the  ad.  man,  for  failure  would,  of  course,  be  laid  at  his  door,  though  success  is  generally 
accredited  to  the  buyer. 

Labor-Day  Preparations. 

As  the  last  holiday  of  the  summer  approaches  special  effort  is  put  forth  to  induce  buyers  to 
freshen  up  their  wardrobes  for  the  over  Sunday  and  Monday  jaunt. 

Cameras  are  also  offered  to  lure  the  tourist  away  for  a  day  with  Nature  and  a  chance  to  have 
the  souvenirs  of  summer  pleasure  to  brighten  the  winter  home.  Though  this  is  not  an  event  in 
the  trade  world  as  important  as  some  other  holidays,  it  is  well  to  put  forth  definite  effort  to  catch 
the  dollar  of  the  wage  earners  who  make  this  day  the  round-up  of  summer  fun  before  settling 
down  to  winter  work. 

Autumn  Advertising. 

The  very  first  breath  of  Autumn  means  activity  in  the  large  stores. 

The  ad.  writer  now  gives  special  thought  to  Autumn  Merchandise  in  every  style,  and  he 
immediately  plans  for  a  fall  advertising  campaign,  which  in  reality  he  has  laid  out  several  weeks  in 
advance  of  its  actual  commencement. 

There  is,  of  course,  the  desire  to  out-do  last  year's  records,  and  special  thought  must  be 
given  not  only  to  the  language,  display  and  general  effectiveness  of  the  ad.  itself,  but  also  to  such 
attractive  window  display  and  interior  arrangement  of  the  store  as  will  draw  trade. 

The  mail  order  department  should  give  special  attention  to  booklets,  circulars  and  catalogues 
attractively  printed  and  illustrated. 

Everything  that  is  required  for  winter  should  be  offered  at  this  time  ;  special  sales  of  fall 
overcoats  and  suits  for  men  come  in  on  the  reduction  scale. 

There  is  the  argument  that  room  must  be  made  for  winter  goods,  consequently  bargains  in 
mid-season  wear,  furniture   and  household  goods  are  excellent   sellers  in  October.     The  grocery 


SPECIAL   DRIVE   SALES.  103 

store   or  department  ought  to  do  well   at  this  time.      It  is  a  season   of  activity  and   one   of  the 
busiest  times  of  the  year  for  the  progressive  ad.  writer. 

Hallo>ve*en  Happenings. 

Generally  a  special  ad.  is  prepared  for  this  occasion,  though  it  is  not  a  large  one — announce- 
ments featured  in  the  regular  store  news.  Every  year  favors  for  various  festivals  are  turned  out 
in  quantity,  and  these  novelties  are  always  eagerly  sought  by  those  who  take  advantage  of 
every  special  day  of  the  year  to  celebrate  appropriately. 

Thanksgiving  Offerings. 

It  is  to  the  palate  more  than  to  the  person  that  Thanksgiving  special  sales  are  directed. 
Primarily  the  grocery  and  butcher's  section  come  out  strong  with  specials  for  the  table  ;  the  wine 
and  liquor  department,  of  course,  offering  the  best  inducements  possible. 

Turkey  rules  as  the  bargain  offering  in  the  butcher's  realm  ;  every  seasonable  eatable  is 
featured.  The  windows  show  family  groups  at  the  Thanksgiving  dinner.  It  is  to  be  a  day  ot 
feasting  ;  prepare  for  it  ! 

China,  linen,  glass  and  silverware  also  come  in  for  their  share  in  the  general  price  cutting. 
Even  Thanksgiving  furniture  gets  a  boom,  and  clothing  for  once  takes  second  place. 

Holiday  Advertising* 

December — This  is  the  holiday  month.  The  month  when  gift-giving  occupies  the  thought 
of  everyone,  rich  or  poor. 

The  whole  world  is  intent  upon  buying,  and  it  is  the  merchant's  harvest  as  well  as  the  ad. 
writer's  greatest  stunt.  From  December  first  until  about  the  tenth,  buying  is  slow.  It  should  be 
stimulated  with  logical  advertising.  The  specious  reasoning  that  dwells  upon  the  advantage  of 
shopping  before  the  rush  begins  should  be  the  keynote  of  every  ad.  at  the  beginning  of 
December. 

The  best  point  in  Christmas  advertising  is  to  dwell  upon  the  utilitarian  character  of  the  great 
majority  of  goods  offered  at  this  season. 

The  public  has  been  educated  to  believe  that  useful  gifts  are  the  best.  Many  people  do  not 
know  what  they  want — help  them  out. 

Suggest  in  your  advertising  that  for  the  baby  there  is  such  and  such  an  appropriate  gift,  for 
the  boy  something  particular  in  a  certain  line  of  goods,  for  the  girl  a  list  of  articles  such  as  young 
girls  like,  for  the  young  woman  an  assortment  among  which  she  will  surely  find  something  she 
fancies,  and  so  on  up  to  the  grandparents,  catering  to  the  Individual  tastes  and  helping  bewildered 
mortals  in  their  selections. 

Though  this  is  a  century  of  "  know  it  alls,"  the  good  old  fiction  of  Santa  Claus  can  be 
utilized  to  advantage  in  Christmas  advertising. 

There  are  stores  which  pay  hundreds  of  dollars  at  the  Christmas  period  for  the  construction 
of  a  giant  Santa  Claus  to  please  the  children,  and  who  pay  generous  weekly  sums  to  individuals 
willing  to  represent  the  jolly  old  saint  for  the  benefit  of  the  children,  who  look  forward  to  the 
holiday  features  of  the  big  department  stores  and  who  naturally  lure  their  parents  to  the  places 
where  these  exhibits  are  given  gratis. 

All  advertising  at  any  season  does  not  stop  at  the  newspapers;  it  may  travel  through  every 
legitimate  path — with  posters,  window  display,  counter  displays  and  special  arrangements  on  the 
interiors  particularly  for  department  stores. 


Premiums  for  Catching  Trade 


# 


Showing  what  others  have  found  as  enticing 
as  molasses  or  fly  paper,  but  with  benefit 
s^     f)(     fA     to    both    buyer    and    seller     s^     s^     s^ 


# 


The  premium  plan  will  never  wear  out.  Every  generation  appreciates  the  getting  of  some- 
thing for  nothing,  even  though  every  man,  woman  and  school  child  in  an  advanced  grade  knows 
that  no  tradesman  actually  gives  value  without  there  is  something  back  of  it. 

There  is  a  charm  about  a  free  present,  too,  that  does  not  obtain  in  the  mere  saving  of  dollars 
and  cents. 

It  seems  to  be  understood  that  the  up-to-date  merchant  has  to  get  down  to  bed  rock  prices 
at  certain  times  when  drives  and  special  sales  are  on,  but  he  is  not  expected  as  a  matter  of  course 
to  give  presents  unless  he  wishes  to. 

More  than  that,  it  is  not  possible  to  give  premiums  and  presents  as  a  continuous  perform- 
ance, or  as  frequently  as  the  flourishing  department  store  offers  bargains.  This  is  one  reason, 
therefore,  why  the  present  is  so  thoroughly  appreciated  when  it  is  offered. 

The  vital  principle  is  really  this:  if  you  decide  to  allow  the  customer  a  special  discount  of  say 
20  per  cent,  in  order  to  move  a  large  stock  of  goods,  you  can  make  it  look  like  40  or  50  per  cent, 
by  selling  at  the  usual  price  and  using  the  20  per  cent,  in  purchasing  premiums. 

Thus  a  dollar's  worth  of  discount  will  buy  at  wholesale  about  ^2.50  worth  of  watches  or 
silverware,  and  sometimes  more. 

The  tendency  has  been,  in  many  cases,  to  offer  a  60-cent  nickel  watch — really  a  cheap  clock 
^C^  affair — with  say  every  sale  of  boys'  suits  at  $5.00,  and  considerable  discredit  therefore  attaches  to 
all  similar  sales. 

For  this  reason,  far  better  results  will  be  found  by  investing  about  $1.25  in  a  good  gold 
plated  watch  that  has  a  fair  watch  movement  and  will  give  much  better  satisfaction. 

Of  course  there  is  no  set  rule  for  premium  giving,  and  in  the  following  pages  will  be  found 
many  valuable  suggestions  that  others  have  adopted  with  success.  As  a  rule  it  makes  little 
difference  as  to  what  business  you  find  using  premiums.  They  can  be  utilized  by  about  every 
line  of  trade. 


Books  and  Magazines. 

One  Year's  Free  Subscriptioa  of  one  fashion  paper  with 
another  of  greater  price  and  prominence. 

Two  Handsomely  Framed  Pictures  for  five  new  sub- 
scribers to  a  magazine. 

Trips  to  Europe — Full  College  Course — A  Journey  to 
the  World's  Fair — all  specimens  of  offers  given  by  a  well 
known  publication  to  the  boy  selling  the  greatest  number  of 
papers  weekly. 

Book  of  IS  pages  of  Illustrations  from  Original  Photo° 
graphs  in  Cuba  and  Hawaii,  and  also  our  great  warships,  to 
every  purchaser  in  the  book  and  stationers'  department,  no 
matter  how  small  the  purchase. 

With  Each  Christmas  Number  of  Collier's — free  copy 
of  Christmas  Munsey's,  Pearson's,  McClure's,  Cosmo- 
politan, Leslie's,  The  Strand,  or  Everybody's. 

Pencil  Case  with  every  pocket   dictionary. 

Engraving  of  Prominent  Author  with  every  set  of  works 
by  standard  writers. 

Glass  Inkstand  with  Silver  Top  with  subscription  to 
twelve  volumes  of  Dickens. 


Butchers. 

Three  Thousand  Pounds  of  Chickens  among  the  poor. 

A   Bunch  of  Celery  with    every   chicken   weighing   three 
pounds  or  over. 

Cigars. 

Lighter  with  every  box  of  fifty. 

Free    Gilt    Monograms    on    cigarettes    ordered    by    the 
thousand. 

Briarwood  Pipe  with  everv  purchase  of  tobacco. 
Nickel  Cigar  Cutter  with  box  of  fifty  5c.  cigars. 

Clothing. 

Pair  of  Boxing  Gloves  with  every  boy's  suit. 
Box  of  Crayon  Pencils  with  every  boy's  suit. 
Golf  Cap  with  suits  over  five  dollars. 
Silk  Muffler  with  man's  twenty  dollar  overcoat. 
Four  Dollar  Watch  with  every  boy's  suit. 
Bathing  Shoes  with   every  bathing  suit  bought  on  a  cer- 
tain da\-. 


104 


PREMIUMS    FOR    CATCHING   TRADE. 


105 


Sweater  accompanying  each  §15.00  suit. 

Extra  Trousers  witli  all  suits  bought  in  special  five  day 
sale. 

Ten  Dollars  in  Gold  for  five  best  essays  on  "  Marvels" 
clothing. 

Prize  Packages  containing  coupons  for  clothing  given  with 
every  five  dollar  purchase. 

A  Flowering  Plant  with  every  suit  bought  the  Saturday 
before  Easter. 

Pocket  Memoranduni  to  every  purchaser  of  clothing  to 
the  amount  of  live  dollars. 

Bow  and  Arrow  with  every  boy's  overcoat. 

Nickel  Bank  with  every  boy's  suit. 

Clothes  Brushes  to  every  adult  purchaser  of  ten  dollars 
worth  of  clothing. 

Necktie  with  every  outing  flannel  suit. 

Tennis  Racquet  with  every  outing  suit. 

Cash  Prizes  to  the  first  ten  customers  or  discounts  on 
purchases. 

Air  Rifles  with  every  youth's  suit  at  $12.50 — for  one 
day  only. 

Three  Hundred  Jumpers  thrown  from  roof  of  factory — 
one  garment  every  minute  for  five  hours. 

A  Sled  with  every  J 5  boy's  suit. 

A  Hat  with  every  suit  or  overcoat. 

A  Gloria  Umbrella  with  every  $\o  overcoat. 

A  Dress  Suit  Case  with  every  serge  suit. 

Canvas  Shoes  with  every  white  outing  flannel  suit. 

At  Thanksgiving  and  Christmas  a  Turkey  with  every 
suit  of  clothing. 

Confectionery. 

Small  Metal  Curio  with  each  pound  box  of  bon  bons. 
Pocket  Mirror  and  Bon  Bon  Box  with  five  pound  box  of 
best  mixture. 

Bon  Bon  Tongs  with  every  one  pound  box  of  sixty  cent 
confections. 

Credit. 

Free  House  Rent  for  One  Month  on  purchase  of  §150 
worth  of  goods — ten  dollars  down. 

Marble  Clock  with  fifty  dollar  order — five  dollars  down. 
Set  of  China — 57  pieces,  with  order  for  furnishing  a  four 
room  flat. 

Mattress  Worth  $8.00  on  a  hundred  dollar  purchase. 

Dry   Goods. 

Free  Cutting  and  Fitting  if  goods  are  bought  at  a  certain 
dry  goods  store. 

Gold  Stick  Pins  with  dress  waist  patterns. 

Belt  Buckle  with  two  dollar  purchase  of  dress  materials. 

A  Silk  Belt  with  every  $1.98  shirt  waist. 

A  Pair  of  Gloves  with  silk  dress  pattern. 

Department  Store. 

Entire  Proceeds  of  Soda  Fountain  to  most  popular 
hospital — vote  with  every  check. 

Concerts   and   Vaudeville    Entertainments^performers 

receiving  up  in  the  hundreds  for  services. 

Electrical  Devices  and  Giant  Santa  Claus  at  Christmas, 

distributing  thousands  ot  dollars  worth  of  toys  and  candy. 


Dolls   and  Toys. 

Large  Set  of  Pictures  with  every  50c.  purchase  of  toys 
or  dolls. 

Large  Doll  with  every  fifty  cent  purchase. 

Dru^s. 

Bunches  of  Fresh  Violets  with  every  purchase  of  violet 
face  powder. 

Corn  Knife  with  25  coupons  from  boxes  of  corn  plasters. 
Chamois  Sachet  Bag  with  purchase  of  50  cents  or  over. 
Pair  of  Rubber  Gloves  with  ten   dollar  purchase  of  bath 
njaterials. 

Cash  Prizes  for  Solution  of  Rebus,  contestants  to  pur- 
chase bottle  ot  a  certain  toilet  cream. 

A  Package  of  Violet  Talcum  with  every  purchase  of 
rubber  goods. 

Free  Specimens  of  Perfume  to  introduce  a  new  odor. 
A   Nursing  Bottle   to  every  mother   buying  a  kind   of 
infant's  food. 

A  Tube  of  Tooth  Paste  with  every  purchase  of  a  tooth 
brush  costing  25c. 

A  Bottle  of  Bay  Rum  in  fancy  holder  with  every  dollar 
purchase. 

Furniture. 

Sofa  Cushion  with  every  J 10  couch. 
Work  Basket  with  every  §5  work  table. 
Picture  in  Gilt  Frame — worth  ;jSi-5o  with  every  set  of 
furniture  of  three  pieces. 

Coupon  for  Drawing  Contest  for  piano  on  every  furniture 
purchase  of  Jio. 

Set  of  Dickens'  Works  with  book  case — costing  $20  or 
over. 

Down  Comfortable  with  every  purchase  of  mattress 
over  §8.00. 

Opal  Glass  Lamp  with  every  parlor  suit  of  tapestry  or 
velour  in  value  over  §50. 00. 

Oriental  Rug  with  bedroom  set  costing  §25  or  over. 
Oak  Rocker  with  gio  purchase — rocker  worth  $z. 
Lemonade  Set  with  every  $  i  o  dining  table  during  special 
seven  day  sale. 

Coupons  on  Horse  and  Carriage  with  each  550  purchase, 
paid  cash  down. 

Four  Prizes  on  best  acrostic  on  the  word  "  Furniture  " 

— prizes  to  be  J  10,  $5,  §3  and  §2. 

General. 

Box  of  Pencils  with  every  lunch  basket  or  dollar  pur- 
chase of  school  supplies. 

Cash  Prizes  for  nearest  guess  to  number  of  beads  in  a 
glass  jar,  coupons  given  with  every  fifty  cent  purchase. 
Number  of  guesses  not  restricted. 

Linen  Centre  Piece  with  every  dollar  purchase  of  house- 
hold goods. 

Free  Soda  Water  to  children  purchasing  school  supplies. 

Gold  Watch  to  person  buying  the  largest  amount  of  goods 
during  a  period  of  six  months.  Watch  not  to  be  less  than 
;gloo  in  value. 

A  Doll  Free  with  every  dollar  purchase. 

Four  Dozen  Clothes  Pins  with  every  sale  of  goods 
amounting  to  25c.  or  over. 


106 


POWELL'S  PRACTICAL  ADVERTISER. 


Free  Ice  Cream  with  every  purchase  of  fifty  cents  or  over. 
Coal  Range  to  any  one  guessing  nearest  number  of  beans 
in  jar  of  general  store  window. 

Indian  Head  Match  Receiver  with  every  purchase  of  a 
dollar  or  over. 

Groceries. 

Decorated  China  Dish  with  every  package  of  cereals. 
Small  China  Ornament  with  a  pound  of  sixtv  cent  tea. 
Canary  Bird  in  Cage  with  each  bag  of  "  Millbaugh's" 
flour. 

Silver  Plated  Spoon  with  every  pound  of  baking  powder. 

Coupons  found  in  boxes  of  cereals,  bearing  letters  of  the 
name  ot  the  cereal,  entitle  holder  of  complete  set  to  gilt  parlor 
chair. 

Full  Set  of  Dishes  for  fifty  coupons  of  gelatine.  Coupons 
attached  only  to  lo  cent  sizes. 

Bottle  of  Pickles  with  every  purchase  of  catsup  of  the 

same  brand. 

Package  of  Figs  to  every  purchaser  of  one  dollar's  worth 
of  groceries  at  Christmas. 

Cash  Prizes  for  best  loaves  of  bread  from  certain  makes 
of  flour. 

Free  Cooking  Demonstration  and  Samples  of  various 
products. 

Glassware  and  Crockery  with  purchases  of  fifty  cents  in 
sugar,  tea  or  coffee. 

A  Child's  Chair,  a  IO<quart  Dishpan,  a  Coal  Hod,  a 
Steamer  or  a  lO^quart  Galvanized  Pail  with  one  pound  of 
50  or  60  cent  tea  or  two  pounds  ot  25,  30  or  3  5  cent  coffee. 

One  Gilt  Engraved  Tumbler  with  Every  SOc.  Purchase 
of  Groceries — two  w  ith  a  dollar,   and  so  on. 

One  Cup  and  Saucer  with  every  pound  of  25c.  coffee — 
I  lemonade  set  with  two  pounds  of  sixty  cent  tea. 

Large  Bar  of  Laundry  Soap  with  every  dollar's  worth  of 
groceries. 

Two  Shetland  Ponies  to  two  little  girls  clipping  greatest 
number  of  ads.  ot  a  certain  grocerv  store. 

Coupon  for  S6=piece  Tea  Set  with  every  package  of  a 
certain  breakfast  food. 

A  Coffee  Pot  with  every  pound  of  coffee. 

Five  Pieces  of  Granite  Ware  with  five  pounds  of  30c. 
coffee. 

A  Five  Pound  Chicken  with  a  dollar's  worth  of  groceries. 

Hats. 

Hat  Bands  in  College  Colors  with  each  young  man's 
straw  hat.      Hats  not  to  cost  less  than  $5. 

Hat  Brush  with  owner's  initials  with  every  silk  hat  pur- 
chased on  certain  date. 

Palm  Leaf  Fan  with  Panama  hat. 

Gilt  Initials  Free  of  Charge  with  every  $2.50  Derby. 

Hardware. 

Preserving  Kettle  with  purchase  of  $2.50  gas  stove. 
Gas  Stove  with  every  $10.00  refrigerator  bought  between 
the  first  and  fourth  of  July. 

Ten  Quart  Galvanized  Dish  Pan  with  every  "Bissell" 
carpet  sweeper. 

Sixty  Feet  of  Clothes  Lint  for  purchasers  of  washboard 
or  wringer. 

Book  Strap  with  every  pair  of  skates. 


One  Box  of  Washing  Powder  for  every  purchase  of  dish- 
pan. 

$7.50  worth  of  Enameled  Ware  with  every  purchase  of  a 
range. 

Cup  of  Coffee  and  Biscuits  with  demonstration  of  gas 
stove. 

Hotels. 

Souvenir  Postals  to  all  guests  bearing  pictures  of  hotel 
and  surroundings. 

Free  Coach  Transportation  to  points  of  interest. 

House    Furnishings. 

Nickel  Salt  and  Pepper  Shaker  with  purchase  of  table 
linen. 

Market  Basket  with  one  dollar's  worth   of  merchandise. 

Free  Circus  Tickets  for  §5  purchase  of  draperies. 

Hammock  and  Stretcher  to  purchaser  of  gio  worth  of 
crockery . 

Set  of  Screens  with  fiill  order  of  awnings  for  a  six 
windowed   house. 

Rose  Bush  with  garden  tools. 

Hand  Painted  Pin  Cushion  to  women  purchasing  toilet 
set  worth  five  dollars. 

Coupon  Books  for  small  pieces  of  fijrniture  given  with 
purchases  of  rugs  and  carpets. 

A  Large  Photo  of  a  Famous  Painting  with  every  pur- 
chase of  a  mat. 

One  Month's  House  Rent  Free — nothing  down — little  a 
month — a  liberal  offer  by  a  furniture  house. 

A  Hundred  Dollars  to  Person  Accosting  a  Pedestrian, 

showing  copy  of  advertisement  and  asking  "  .'\re  you  the  man 
with  the  hundred  dollar  bill  !  "  The  one  who  strikes  the 
right  man  gets  the  money.  Of  course  the  scheme  is  widely 
advertised  belore. 

Gold  for  Brains — $100  for  best  trade  motto  for  a  furni- 
ture store. 

Heating  Stove  Set  Up  Complete  with  every  S400  house- 
hold outfit. 

Installments. 

Seventy=five  Dollar  Crib  to  woman  making  most  words 
from  letters  in  "Our  Liberal  Credit  System." 

Diamond  Ring  for  Child  with  $100  purchase — fifteen 
dollar  cash  payment. 

Carving  Set  silver  mounted,  on  $^0  purchase — five  dol- 
lar first  payment  and  $  1  per  week. 

Jewelry. 

Silver  Fern  Dish  tor  opening  an  account  of  5525. 

Gold  Locket  tor  most  popular  babv.  No  purchase  nec- 
essary.      Voting  done  by  coupons  cut  from  firm's   "ads." 

A  Gold  Watch  or  a  Mantel  Clock  to  person  guessing  near- 
est the  time  a  certain  special  watch  will  run  without  winding. 

Laundry. 

Cash  Discount  tor  entire  fimiily  laundry — saving  of  at 
least  a  third. 

New  Collar  for  every  torn  one. 

Darning  and  Mending  Free — for  bachelor  patrons. 

Blotter  in  Shape  of  Cuff — given  free — ad.  on  reverse 
side. 


PREMIUMS    FOR    CATCHING   TRADE. 


107 


Liquors. 

Jug  Free  with  every  gallon  of  whiskey. 

Pints  and  Quarts  of  Sherry  and  Port,  Christmas  and 
New  Year's,   with  every  fiftv  cent  purchase. 

A  Fine  Embossed  Calendar  with  every  quart  of  whiskey. 

Glass  Decanter  as  Easter  souvenir  with  every  gallon  of 
sherry,  claret  or  port. 

Meat  Markets. 

Five  Dollars  to  person  guessing  nearest  weight  of  pig 
shown  in  window. 

Quart  of  Cranberries  with  every  turkey  purchased  the  day 
before  Christmas. 

Men's  Furnishings. 

Gold  Collar  Button  with  every  dollar  shirt. 

Pair  of  Ariuy  Brushes  in  ebony,  with  order  of  six  cus- 
tom made  shirts. 

Sleeve  Links  with  every  two  dollar  purchase. 

Coupons  with  every  25  cent  purchase,  entitling  holder  to 
chance  in  raffle  for  fine  silk  umbrella. 

Millinery. 

A  Pair  of  Gloves  with  every  imported  hat  of  §15  or 
over. 

Fancy  Bib  with  every  child's  bonnet  costing  $2  or  over. 

Hats  Trimmed  Free  of  Charge  if  materials  bought  in  store. 

An  Ostrich  Plume  Worth  $2  with  every  order  of  over  ^5. 

Doll  with  every  child's  hat. 

Doll's  Hat  with  every  purchase  of  baby's  bonnet. 

Sterling  Silver  Hatpin  with  every  trimmed  hat. 

Jewelled  Hatpin  with  every  five  dollar  trimmed  hat  sold. 

A  Chiffon  Ribbon  Bordered  Veil  with  every  purchase 
amounting  to  §1.49  or  over  in  millinery  department.  Veil 
not  given  unless  customer  presents  keyword  of  the  firm  at  the 
time  of  purchase. 

Music. 

Five  Yards  of  Wide  Ribbon  with  every  guitar. 
Small  Oak  Stand  or  Table  free  with  every  zither. 
strings  Free  for  One  Year  on  all  high  grade  banjos. 

INe^vspapers. 

A  Piano  to  Teacher  securing  greatest  number  of  yearly 
subscriptions  from  pupils  and  others. 

Set  of  Shakespeare  to  person  obtaining  fifty  yearly  sub- 
scriptions. 

Desk  Novelties  with  classified  want  «'ads." 
Framed  Picture  of  President  Roosevelt  on  presentation 
of  fifty  coupons  cut  from  a  certain  issue. 

Piano  to  Most  Popular  Young  Woman — voting  coupons 
must  be  cut  from  paper  offering  piano. 

Trips  to  Europe  on  same  scheme  of  coupons,  thus  increas- 
ing circulation. 


Optical   Goods. 

Free  Examination  and  Prescriptions  tor  a  certain  length 
of  time. 

Guarantee  of  Eyeglass  Correction  with  every  purchase 
of  gold  bowed  spectacles  or  eyeglasses. 

Eyeglass  Chain  with  five  dollar  lenses. 

Photographic  Supplies. 

Free  Development  if  camera  is  purchased  of  certain  firm. 
Pocket  Camera  with  every  $;  purchase  of  supplies. 

Photographs. 

Enlarged  Photo  with  every  dozen  of  §3  photographs. 
Every  Purchaser  of  One  Dozen  $4  Photographs  a  lac- 
quered gold  frame  with  easel  back. 

Pianos  and  Musical   Instruments. 

A  Trip  to  the  St.  Louis  Fair — all  expenses  paid  to  per- 
son sending  in  name  of  any  person  who  afterwards  within 
s,x  months  buys  a  piano — no  restriction  on  number  of  names 
offered. 

Nordica  Appeared  at  Free  Aeolian  Concert.  Tickets 
given  to  everyone  personally  applying  for  same. 

Railroads. 

Free  Excursions  to  new  towns  owned  by  railroads  in 
hope  of  booming  them. 

Real  Estate. 

House  Built  Free  to  first  purchaser  of  lot  in  a  new  section. 

Five  Hundred  Dollars  for  suitable  name  for  new  town. 
Name  to  represent  some  special  characteristic  of  location. 

Free  Railroad  Transportation  on  application  to  anyone 
interested  in  a  new  suburb. 

Twenfy=five  Dollars  for  best  booklet  on  a  new  town  to 
be  boomed. 

Silverware. 

Set  of  Rogers  Silver  to  first  bride  of  New  Year. 

Silver  Cup  for  babies  who  accompany    parents  making 

purchases  often  dollars  worth  of  silverware. 

Stationery. 

Die  with  every  five  quires  of  paper. 

Shoes. 

Free  Hosiery  with  every  shoe  purchase. 
A  Pair  of  High  Grade  Rubbers  with  every  shoe  purchase 
of  §2.50  or  over. 

A  Five  Dollar  Pair  of  Shoes  to  person  guessing  nearest 

the  number  of  shoe  buttons  in  large  glass  jar  placed  in  window 
of  store. 

Tagged  Key  with  every  dollar  purchase.  Keys  were  to 
unlock  a  box  in  window  containing  twenty  dollars.  On  a 
certain  date  every  customer  was  allowed  to  try  his  key. 
Only  three  fitted.  The  first  successful  one  received  $10, 
the  second  $6  and  the  third  ^4. 


Preparation  of  Gen- 
eral Advertisements 


Definition,    Dangers,    Argument,   Dialogue    Style, 

Serial    Advertisements,    Name    Display,    Borders 

and    Special    Designs,    Originating    Illustrations, 

=    Use   of    Portraits,   Etc.  = 


The  term  "general"  applies  to  advertising  intended  to  cover  the  whole  or  a  considerable 
portion  of  the  country,  and  it  is  radically  different  from  local  advertising  that  only  aims  to  interest 
the  residents  of  the  place  where  the  paper  is  published,  or  the  territory  immediately  adjoining. 

The  general  advertiser  may  also  come  under  the  mail  order  classification,  but  as  the  latter  is 
just  as  separate  and  distinct  as  local  advertising,  I  have  treated  it  in  a  division  by  itself. 

The  earliest  general  advertisers  were  doubtless  the  pro- 
prietary medicine  concerns,  which  flourished  even  before  the 
Civil  War  period.  Owing  to  the  little  competition  at  that  time, 
small  space  and  a  style  of  copy  that  would  now  hasten  the 
arrival  of  the  red  flag,  served  to  build  fortunes  for  those  who 
had  some  available  cash  and  plenty  of  brains  and  pluck. 

Later,  other  lines  went  in  for  general  advertising,  and  to-day 
practically  every  industry  from  cereals  to  sporting  goods  is  repre- 
sented, and  its  product  sold  by  thousands  of  retailers  in  every 
state. 

The  general  advertiser  employs  for  the  most  part  the 
magazines  and  national  weeklies,  and  he  aims  to  present  to  the 
readers  such  arguments  and  convictions  that  they  will  respond 
by  demanding  the  advertised  goods  of  their  dealers,  and  refuse 
substitutes.  The  retailer  goes  to  his  wholesaler,  and  the  latter 
in  turn  sends  his  order  direct  to  the  manufacturer. 

Beyond  question,  this  form  of  advertising  is  most  treacher- 
ous. While  under  favorable  conditions  it  will  pay,  and  pay  big, 
yet  unlike  the  mail  order  advertiser,  whose  key  system  and  direct 
dealing  with  customers  insure  absolute  knowledge  of  conditions 
and  results  at  all  stages,  the  general  or  "  publicity  "  advertiser  is 
almost  wholly  in  the  dark  from  the  start,  and  until  such  time  as 
the  jobbers'  orders  have  placed  the  balance  on  the  right  side. 
This  may  take  three  months,  a  year  or  even  more,  depending 
largely  on  whether  the  product  is  a  great  novelty,  a  marvelous 
improvement  readily  shown  in  the  advertising,  etc.,  and  whether 
there  is  great  competition  or  none  at  all. 

The  complexity  of  conditions  of  the  average  new  product 
is  such  that  any  specific  classification  ot  rules  would  be  harnitul 
and  misleading.  What  would  benefit  one  might  ruin  another. 
I  will  therefore  consider  in  this  connection  principles  only. 

Take  one  line  of  business  alone — druggists,  50,000  of  them. 
Siiecimen  No.  30.  It   would   seem   as    though    a   quarter-page   ad.   in   many   of  the 


moist 

delicious 

— If  you  want 

this  certainty 

on  baking  day 

use  only 

WASHBURN-CROSBY'S 


108 


PREPARATION    OF    GENERAL   ADVERTISEMENTS. 


109 


Squills,  Pills,  or  Muscle? 

Patient. — "  Doctor,  I  still  feel  weak  and  played 
out.  The  tonic  you  gave  me  improved  my  appetite, 
but  it  hasn't  strengthened  my  body  and  muscles. 
I  thought  you  said  it  would  '  build  me  up'." 

Doctor. — "Certainly  not ;  you  are  mistaken.  I 
said  the  tonic  would  give  you  a  good  appetite,  but 
you  must  take  exercise  to  make  muscle.  Nothing  is 
equal  to  a  bicvcle  for  the  daily  constitutional,  pro- 
viding you  ride  a  machine  like  the  Victor,  which  is 
undoubtedly  the  best.  I  h.ive  ridden  one  for  the 
last  two  years,  and  know  that  it  has  more  good  points 
than  all  others  combined.  I  sold  my  horse  yesterday. ' ' 


OVERMAN   WHEEL  CO. 

BOSTON.       WASHINGTON.       DENVER.       SAN    FRANCISCO. 


Monopoly  Broken. 

Passenger. — "Well,  Longhour,  you  seem  to  be 
looking  fresher  lately — less  careworn.  Mother  in- 
law been  off  and  got  married?  " 

Conductor. — "Not  much  ;  she  is  different  from 
most  of  'em.  Sweet  as  an  angel.  The  fact  is  I  don't 
have  to  work  as  hard  as  I  did  last  winter.  Just  look 
at  my  freight — one  girl,  an  old  maid  aunt,  and  four 
cripples.  Ought  to  have  thirty  on  this  supper  trip, 
but  the  cycle  craze  has  ruined  it.  Twenty  of  my 
regular  passengers  have  bought  Victor  bicycles  and 
go  to  and  from  the  city  and  Highlands  twice  a  day, 
while  this  car  goes  empty.  Victors  are  great  hill 
climbers,  or  it  wouldn't  be  so." 


OVERMAN   WHEEL  CO. 

BOSTON.      WASHINGTON.       DENVER.      SAN    FRANCISCO. 


Specimen  No.  31. 


Specimen  No.  32. 


national  publications  ought  to  create  a  demand  in  several  thousand  of  these  stores,  say  one  in  ten. 
It  is  easy  to  hypnotize  oneself  with  the  idea  that  on  say  a  dollar  preparation  giving  the  manu- 
facturer a  profit  of  at  least  forty  cents  a  bottle,  and  each  dealer  selling 
an  average  of  one  bottle  per  day,  a  gross  profit  of  $2,000.00  per  month 
can  be  realized  on  an  advertising  expenditure  of  a  few  hundred  dollars. 
But  alas,  such  results  are  not  possible,  neither  are  they  obtainable  in 
any  line  where  the  goods  are  not  staple  and  salable  to  some  extent  even 
without  advertising. 

Proprietary  remedies  can  only  be  sold  by  the  manufacturer  first 
creating  a  large  demand  through  extensive  advertising,  and  by  local 
introduction,  while  the  corset  manufacturer  by  a  comparatively  small 
advertising  outlay  in  publications  like  the  Ladies'  Home  Journal, 
Woman's  Home  Companion,  Delineator,  and  some  of  the  best 
national   magazines,  can  aid  his  salesmen  in  selling  dealers  everywhere. 

The  reason  is  this:  the  druggist  has  plenty  of  preparations  of  his 
own  make  for  all  diseases — no  retailer  makes  corsets.  There  is  never 
any  steady  demand  for  a  certain  remedy  save  by  continuous  advertising, 
and  the  druggist  cannot  afl'ord  to  push  it  when  he  can  make  more  on 
his  own  goods.  More  than  that,  he  cannot  sell  much  of  any  line 
without  publicity.  Corsets,  on  the  other  hand,  are  as  staple  as 
sugar,  and  the  dealer  who  happens  to  buy  an  over  supply  can  always 
get  rid  of  any  surplus  stock  without  any  loss.  Specimen  No.  33. 


no 


POWELL'S    PRACTICAL   ADVERTISER. 


Blackstone,  Chitty,  Victor,  et  al. 

Friend. — "Come,  Webster,  put  up  Blackstone 
and  come  to  the  ball  game  with  me  this  afternoon. 
There's  going  to  be  a  big  crowd,  and  it  will  do  you 
good  to  get  a  little  exercise." 

Lawyer. — "No,  thanks.  Brown;  I  don't  get  a 
great  many  afternoons  off,  but  when  I  do  I  spend  it 
on  the  avenue  with  my  new  Victor  Bicycle,  for  the 
benefit  of  my  health  as  well  as  pleasure.  You  don't 
catch  me  iamming  myself  into  a  crowd  of  ball  cranks 
and  gettmg  lamed  up  for  a  week.  Better  buy  a 
Victor  and  complain  less  about  stiff  joints  and  weak 
ankles.     Eh?" 

OVERMAN   WHEEL  CO. 

BOSTON.      WASHINGTON.       DENVER.      SAN    FRANCISCO. 


Si)Ociinen  Xo.  .34. 


With  this  preliminary  explanation,  an  ex- 
amination of  standard  general  advertisement 
construction  will  be  in  order. 

Pure  Publicity  Advertising  a  Snare. 

The  first  common  error  is  in  supposing 
that  the  sole  object  of  the  general  advertise- 
ment is  to  attract  attention  and  impress  people 
with  the  name  of  a  given  product.  Years  ago 
when  there  was  but  little  general  advertising 
the  effect  of  an  ad.  constructed  on  the  mere 
"publicity"  line  was  from  ten  to  a  hundred 
times  greater  than  is  possible  under  present 
competition. 

Specimen  No.  ^^  '^  a  pure  publicity  effort, 
and  a  good  one  for  an  old  advertiser,  whose 
goods  have  been  on  the  market  for  years. 
But  for  introductory  purposes,  it  would  ac- 
complish little.  Even  for  such  a  product  as 
Carter's  Ink,  this  particular  ad.  is  only  worth 
a  few  insertions  as  a  novelty. 

For  the  new  ink,  there  must  be  a  presenta- 
tion of  facts  which  will  interest,  and  convince 
ink  consumers  that  it  will  give  better  satisfac- 
tion, insure  permanency,  etc.      Thousands  of 

dollars  are  constantly  fooled  away  on   ads.  that  illustrate  no  vital   point,  create  no    favorable  im- 
pression nor  give  good  reasons  for  patronage. 

Very  often  an  advertiser  will  say,  "  I  keep  up  a 

certain   amount    of  advertising,  and    can    see   certain 

results — that  which  isn't  noticeable   I    credit   to    pub- 
licity." 

Now  all   these  "reminder"  ads.  which  are   mere 

pictures  without  chat  or  argument,   may  look  pretty, 

but  no  new  advertiser  should  waste  a  dollar  on  them,  in 

publications.      In   street  cars,  a  combination  of  colors 

in  large  space  may  be  effective  in  keeping  the  name  of 

a  product  alive  after  regular,  argumentative  periodical 

advertising  has  created  a  market. 

When  I  began  advertising  bicycles  in   the  early 

days  of  the  industry,  I  found  only  one  manufacturer 

who  employed  an  advertising  man  and  made  any  at- 
tempt to  advertise  systematically.      The  other  makers 

got    along  with    an    occasional   change   of  copy   that 

amounted    to    little.      The    leader  just    referred    to, 

however,  although    doing    his    best    to    keep  ahead, 

did  not  properly  grasp  the  situation,  and  as  a  result 

his  ads.  were  mere  pictures  of  touring  wheelmen,  amid 

rustic  scenes — no  arguments. 

While  at  this  period  people  had  to  be  educated 


not  another  special  feature  existed  in  Victor  Bicycles  except 
the  Victor  Spring  Fork,  that  alone  would  entitle  us  to  the  evcrhisting 
gratitude  of  wheelmen  who  look  for  comfort  as  welt  as  speed  and 
durability. 

And  if  every  rider  understood  its  superiority  it  is  probahle  that  our 
two  mammoth  factories  would  have  to  be  doubled,  perhaps  quadrupled. 
to  meet  the  demand. 

As  it  is.  wc  are  working  day  and  night;  we  arc  crampctl.  Next 
year  there's  no  triling  what  we  may  do  for  more  room. 

Have  you  seen  our  "93  Victors ?^-eight  models  in  all. 

OVERMAN   WHEEL   CO. 

BOSTON  WASHINGTON.  OENVER.  8AN   FRANCISCO. 


Specimen  No.  35. 


PREPARATION    OF    GENERAL   ADVERTISEMENTS. 


Ill 


to  appreciate  the  great  benefits  of  wheeling, 
yet,  as  I  very  quickly  demonstrated,  it  was 
also  possible  to  add  good  argument  as  to 
the  superiority  of  the  particular  bicycle  I 
was  advertising.  Eventually  the  older 
concern  saw  the  necessity  of  adopting  my 
ideas. 

And  I  want  to  add  that  the  mere 
"  publicity  "  effect  of  that  original  adver- 
tising probably  cost  the  rival  company 
several  fortunes. 

Argument  in  Advertising. 

In  commencing  this  talk  I  am  going 
to  refer  to  Automobile  advertising,  because 
it  is  "  all  the  rage,"  and  a  live  subject  in- 
variably affords  more  interest  than  a  dead 
one. 

To-day  there  are  scores — maybe  hun- 
dreds— of  auto  manufacturers,  each  striving 
tooth  and  nail  to  find  buyers.  To  find 
them  in  large  numbers,  more  or  less  ad- 
vertising in  the  national  publications  is 
necessary.  An  examination  reveals  a  pe- 
culiar condition.  These  ads.  instead  of 
attempting  to  educate  the  readers  on  the 
many  points  of  superiority — real  or  claimed 


:L^????w???w??n???w??w?i5 


■  -K.^  / 


It  is  no  longer  a  question  of  desir-  j^J 

ability — that   of   cycling.      The   real  {7^ 

point    at    issue    is    "which    bicycle    is  j?^ 

best?"  {7^ 

And  the  answer  ?  \~^ 

Victors :  first  in  tires  and  improve-  {^^ 

ments.  JT^ 

OVERMAN   WHEEL  CO.  l^^ 

BOSTON.  WASHINGTON.  DENVER.  SAN  FRANCISCO.  I" 


^UiUiiUUiUiUUUUiiiUU^ 


A.  G.  SPALDING  &  BROS..  Special  Agenta,      +     c>..c>«>.     ■.<«  y<,.«. 

.  PhiuidCiPHI*. 

This  IS  the  wheel  thai  has  done  more  for  perfect  bicycling  than 
any  other. 

The  tramp  of  tired  feet  grows  fainter  and  fainter— the  tramp  of 
progress  both  faster  and  easier — mostly  on  Victors. 

You  must  come  to  it  finally — why  not  now? 

Have  a  Victor  catalog 


Specimen  No.  37, 


Specimen  No.  3G. 

— are  for  the  most  part  mere  cuts  of  cars,  with  price, 
and  possibly  some  catch  phrase  or  hot  air  that  con- 
vinces no  one. 

Now  read  specimen  No.  44,  and  see  what  pos- 
sibilities are  within  the  grasp  of  one  who  knows  how 
to  write  good  copy.  And  when  it  comes  to  the 
question  of  springs  in  an  auto,  there  isn't  the  slightest 
doubt  about  the  Winton  receiving  the  credit  for 
having  the  best. 

This  advertising  will  do  vastly  more  than  give 
publicity — it  will  carry  conviction  and  sell  the  most 
goods. 

No  matter  what  the  article  is,  it  must  have 
selling  points,  and  these  should  be  brought  out  in 
the  ads. 

Advertising  is  salesmanship,  pure  and  simple. 
Imagine  a  salesman  calling  on  the  trade  and  merely 
dumping  on  the  counter  a  sample  or  photograph  with 
the  statement  "it  sells  like  wildfire,"  or  "we  have  four 


112 


POWELL'S    PRACTICAL    ADVERTISER. 


swirrfwABniCTCo 


Yale  Oil  is  the  greatest  external  and  internal 
remedy  known  to  the  science  of  Pharmacy.  It 
is  superior  to  liniments  and  Jamaica  Ginger,  and 
will  cure  where  all  others  fail. 

Absolute  in  Chronic  Diarrhcea,  Asiatic  Cholera, 
Cholera  Morbus,  Cholera  Infantum,  Dysentery 
and  all  Summer  Complaints. 

Works  wonders  in  Rheumatism,  Neuralgia, 
Sprains,  Spinal  Troubles,  Toothache,  Chilblains, 
etc.     Price  50  cents. 

Specimen  No.  38. 


rams 


Specimen  No.  39. 


styles — each  a  leader  in  its  class,"  etc.  No,  such  a 
drummer  would  be  fired  in  short  order,  because  he 
couldn't  earn  his  salt. 

Well,  fortunes  are  squandered  on  advertising 
that  has  nothing  to  recommend  it  to  readers. 
While  a  single  ad.  cannot  tell  the  whole  story,  it 
can  tell  a  little  each  time,  or  inspire  new  confidence 
by  a  well  written  style,  where  there  are  few  real 
points  to  argue,  and  thereby  gain  the  public  con- 
fidence. 

In  the  argumentative  group  specimen  No.  ^S 
touches  upon  an  important  feature  in  combination 
with  the  "eye  blazer"  effect,  and  I  believe  this  was 
the  first  black  background  of  its  kind  to  appear  in 
the  magazines,  occupying  a  full  page. 

Specimen  No.  48  is  also  a  direct  argument, 
since  any  exclusive  improvement  that  reduces  tire 
terrors  must  appeal  to  every  wheelman.  This  ad. 
in  its  original  form  occupied  both  single  and  double 
columns  in  daily  papers.  The  imprints  are  omitted 
in  the  majority  of  specimens,  as  they  are  of  small 
importance. 

I  admonish  the  ad.  writer  to  lose  no  time  in 
getting  possession  of  all  the  facts  connected  with  a 
given  product.  Classify  them  and  prepare  many 
announcements,  each  exploiting  but  one  point. 
Follow  this  by  combining  two  or  more,  and  practice 
the  introductory  feature.  Specimen  No.  45  is 
practically  all  introductory — hot  air — and  was  use- 
ful in  a  series  of  daily  paper  ads.  after  its  predeces- 
sors had  hammered  out  all  the  superior  points. 
This  effort  could  be  joined  with  the  text  in  speci- 
men No.  48,  with  good  effect. 

Study  these  features  and  work  along  the  right 
lines. 

Specimens  Nos.  30,  42  and  43  show  how  at 
tractive  designs  may  be  combined  with  argument 
and  made  interesting.  The  repetition  of  "Yuco" 
in  No.  42  seems  unnecessary  and  reveals  too  much 
anxiety  to  impress  the  name.  To  do  this  effectively 
simply  have  the  artist  draw  the  one  at  top  nearly 
twice  as  large,  and  dispense  with  the  bottom  name, 
even  though  a  slightly  different  arrangement  is 
adopted.  Specimen  No.  43  is  particularly  good, 
since  its  theme  is  cost  saving,  and  this  always 
appeals  to  the  majority  of  housekeepers. 

Don't  use  trade  marks  or  other  undecipherable 
coats   of  arms   in   ads.,  save   in   rare  instances,  and     '^ 
never  as  the  leading  feature. 


PREPARATION    OF    GENERAL   ADVERTISEMENTS. 


113 


^ 


^11  i  ■  ■  ■  ■  ■  ■  1  ■  ■  ■  ■  ||^ 


Fulton   built    the    "original"    An 

Motor 


Fulton   built    the    "original"    American    steamboat,   but    the     Hudson    River 

floating  palaces  of   to-day  are  immeasurably 
superior. 

Being   first    in   a  field   may    make    a 

reputation   for   a  day — perhaps   a  year — buL 

of  value  no  longer  than  true  merit  survives. 

Leadership   means  superiority. 

Victors   are     not    the    "oldest"  or   "original"    American    bicycles — they   are 

simply  the    best   bicycles. 

Why? 

Because  no  others  are 
made  so  well ;  because  no  others 
are  equal  in  tires,  spring  forks 
and  general  improvements; 
because  Victors  make  the  pace 
in  advanced  construction  and  have  more  valuable  ^^^r  points  than  all  other  bicycles 
combined.     Shall    we  send   you   a  catalog  ?  ^^ 


Bicycles 


OVERMAN  WHEEL  CO. 


BOSTON. 


WASHINQTON. 


DENVER. 


SAN    FRANCISCO. 


Specimen  No.  40  (Double  Border  Effect). 

The  Dialodue  Style. 

A  pleasing  variation  from  the  usual  effort  is  shown  in  specimens  Nos.  31,  32  and  34,  and  is 
known  as  the  "  Dialogue  Style,"  which  ordinarily 
denotes  an  artificial  or  imaginary  conversation,  gen- 
erally between  two  persons.  It  is  useful  chiefly 
where  solid  argument  has  had  its  innings  for  some 
time  and  a  change  is  wanted.  It  is  not  particularly 
good  for  a  new  proposition,  when  the  public  is  in 
ignorance  of  the  product. 

There  should,  of  course,  be  some  inoral  con- 
nected, and  argument  as  to  superiority  can  be  in- 
troduced. 

Serial    Advertisements. 

Two  styles  are  represented  under  this  division 
— one  good,  the  other  bad.  The  first  is  a  series 
of  ads.,  each  complete  in  itself,  but  making  the 
illustrative  feature  appeal  to  a  different  class  of  con- 
sumers while  retaining  the  chief  characteristics  of  the 
"  idea."  The  second  is  a  series  that  keeps  the  public 
guessing  until  the  last  complete  ad.  is  published.  Specimen  No.  41. 


R)r  Sore 


Muscles 


114 


POWELL'S    PRACTICAL  ADVERTISER. 


,,i^  Wheat  Food^s 

m^/i^  Different  from  any  other  ce-  V^lw 
mf/jk    real  food,  in  flavor,  prepara-   ^!^)\ij 
//gil?      tion   and  uses.     For  break- 
}///     fast,  for  dinner,  for  supper — 
for  every  meal  and  everyday. 
There  is  a  new  way  to  pre- 
pare it  each  time--dishes  that 
will  satisfy  the  old  folks  and    MUjd 
delight  the  children.  WM 

The  recipe  book  which  accompanies- each  two  vf'AiK^ 

pound  package  tells  you  o£  its  uses.     If  your     J  y" 
grocer  does  not  keep  it  send  us  his  name  and  MJik 
\    we  will-write  you  where  it  can  be  procured.  ^I/m 
|a  Prepared  by  the  I&/ jnirii' 

v\\V\      WASHBURN,  CROSBY  CO..       ,ll/£r///tV^ 
^^Vff  \\        MlDneapolis,  Mian.,  mat 
JlV\vK  of  the  famous  Gold 

..■^iv^kv     1       Medal  Flour. 


Si^ecimen  No.  413. 


Cup5 

How  many  cups  of  flour  do  you  use  in 
a  batch  of  bread?     How  many  cups  to  a' 
loaf?    No  matter  how  your  recipe  reads  use' 
one-fifth    more   water    when    j'ou    use    Gold^ 
Medal   Flour.  You'll  secure  better  results  and 
more  bread. 

It's  an  established  fact  that  Gold  Medal  Flour 
makes  from  40  to  60  more  loaves  to  the  barrel 
than  ordinary  flour  and  over  20  loaves  more 
than  the  highest-priced  flour  on  the  market.  The 
average  is  forty  loaves.  Forty  loaves  at  five  cents 
each  means  $2.60  a  barrel  saved  by  the  use  of 

WASHBURN,  CROSBY'S. 

Gold  Medal 
FLOUR 

Take  this  into  consideration  when  you  buy  flour. 
Then  remember  that  Gold  Medal  Flour  is  made 
from  the  best  Spring  wheat  grown  in  the  finest 
wheat   growing  district  in  the  world,  and  con- 
tains more  nutritive  value  than  any  other  flour 
milled.     There   isn't  a  question   as  to  which 
flour  the  careful  housewife  will  use    if   she 
stops  to  think.     Gold  Medal  Flour  is  milled 
to  meet  the  needs  of  thinking  housewives. 
WASHBURN.  CROSBY  CO.,  Minneapolis,  Minn 


Loaf 


^^ 


C.  C.  BUSE,  Buffalo, 

Distributing  Agent  for  Cold  Medal  Flour. 


SiJecinien  No.  43. 


Specimens   Nos.  38,  39  and  41  show  how  effective  the  right  idea  can   be  made 
in  serial  order,  and    I    doubt  whether    these  Yale  Oil   ads.  have  ever  been  equalled. 
The  text  matter  Is  given  only  with  the  first  one,  and   it  is   probably  unnecessary  to 
say  that  the  others  originally  were  complete  in  this  respect.     A  portrait   and    testi- 
monial could  also  be  added  with  telling  effect. 

I  recall  a  series  of  blind  ads.  that  appeared  in  Boston  dailies  many  years  ago,  and  regret  1 
did  not  preserve  them  as  models  to  avoid.  It  took  five  days  to  develop  the  word  Ozone,  begin- 
ning with  the  letter  O,  followed  the  second  day  by  Oz,  and  so  on.  The  letters  came  up  from 
behind  a  hill,  about  as  the  sun  rises  above  the  horizon. 

Advertising  is  too  important  and  costs  too  much  cash  to  be  made  a  puzzle.  People  are  too 
busy  to  bother  about  what  is  coming,  and  at  best  an  effort  of  this  kind  can  only  be  called  "  pub- 


PREPARATION    OF    GENERAL   ADVERTISEMENTS. 


115 


Why  Winton  Twin=Springs 
Save  Tires. 

A  PNEUMATIC  TIRE  is  just  a  sensitive  Spring. 
Its  compressed  air  cushion  responds  to  a  thousand 
minor  vibrations  that  never  reach  the  Steel  Car- 
riage Springs. 

And  every  vibration  is  a  Bounce,  in  miniature. 

There  are  just  so  many  Bounces  in  the  life  of  any 
Pneumatic  Tire. 

You  may  therefore  figure  Tire-cost  at  so  much 
per    bounce. 

And,  that  cost  is  tremendously  high  when  compared 
with  the  cost,  per  bounce,  of  Spring  Steel. 

But,  the  regular  steel  springs  on  Motor-Cars  are  too 
stiff  to  do  the  work  of  Pneumatic  Tires. 

Because,  these  steel  springs  must  be  made  strong 
enough  to  receive  the  hardest  shocks,  wdth  the  heaviest 
loads. 

Thus  they  cannot  be  made  light  enough — sensitive 
enough — to  relieve  the  Tires  of  the  million  minor  bounces 
per  hour. 

And  so,  the  Pneumatic  Tires  must  do  90  per  cent,  of 
the  springing. 

That's  why  they  wear  out,  and  are  such  an  expensive 
item  in  the  year's  running. 

That's  why  the  Twin-Springs  of  the  "  1905  Winton  " 
were  invented  and  patented. 

Because,  each  of  the  four  Winton  Springs  is  really 
two  springs  in  one,  or  eight  springs  on  each  carriage. 

Note  that  the  car-body,  and  the  Motor,  ride  (in  the 
Winton)  on  the  thin  steel  of  the  upper  springs. 

These  upper  springs  are  so  sensitive  that  they 
respond  even  quicker  than  the  Tires  to  slight  vibrations, 
and  minor  shocks. 

Thus  they  do  most  of  the  "spring"  work  before  the 
Pneumatic  Tires  can  do  it.  In  this  way  they  relieve  the 
Tires  of  about  two-thirds  the  Bouncing  that  wears  them 
out. 

Figure  that  out  in  dollars  and  cents  and  you'll  see 
its  importance. 

But  these  sensitive  springs  would  be  impracticable 
on  a  car  without  the  Winton  auxiliary  springs,  which  are 
shackled  beneath  them  for  emergency  work. 

When  running  over  rough  roads,  or  with  heavy 
loads,  the  sensitive  upper  springs  receive  the  support 
of  the  lower  springs  every  time  the  Car  bounces  over  a 
railway  track,  or  over  a  "thank-ye-mum." 

These  auxiliary  springs  then  come  into  action  only 
when  needed,  relieving  the  Tires  of  their  severest  work 
and  their  most  destructive  strain. 

Consider  what  these  Winton  Twin-Springs  mean  to 
the  life  of  the  Motor,  as  well  as  to  the  wear  of  the  Tires. 

Consider  the  double  comfort  they  give  in  riding  over 
average  country  roads. 

Consider  the  greater  speed  you  can  drive  a  Winton 
at,  when  you  know  that  the  Motor,  Tires  and  Passengers 
are  insured  against  jar,  by  these  compensating  springs. 

No  other  Car  can  use  these  Twin-Springs.  Because 
they  are  an  exclusive  and  patented  Winton  feature. 

There  are  seven  other  features  as  exclusive  as  these 
sensitive  springs,  in  "The  Winton  of  1905." 

Drop  us  a  line  to-day  and  let  us  tell  you  about  them. 
THE  WINTON  MOTOR  CARRIAGE  CO. 
Cleveland,  Ohio. 
Specimen  No.  44. 


licity,"  since  the  merits  of  the  article  can  only  be 
made  known  by  open  methods.  Life  is  too  short 
to  waste  a  day,  and  good  direct  advertising  will 
drown  every  vague  effort. 

Name  Display. 

One  of  the  best  features  for  the  new  general 
advertiser  to  adopt  is  name  prominence,  which  calls 
for  special  display-lettered  titles.  Specimens  Nos. 
35.  37.  38,  39>  40.  4i>  42,  45>  etc.,  show  the  idea. 
Each  name  is  pen  lettered  by  the  artist,  to  give  that 
individuality  not  quite  possible  by  standard  display 
type.  Nos.  30  and  43  may  be  compared  in  this 
respect.  Practically  the  title  or  name  in  Nos.  40, 
45  and  47  is  now  the  Powell  Series,  but  when  I 
had  the  original  drawn  nearly  fourteen  years  ago, 
there  was  nothing  like  it. 

Many  shoe,  piano,  and  other  manufacturers 
who  advertise  largely  adopt  a  certain  name  style  for 
the  product  and  never  use  anything  else.  This  is 
particularly  good  at  the  beginning  of  a  campaign, 
but  I  see  no  reason  for  its  slavish  use.  Indeed, 
variety  is  restful,  and  the  single  idea  can  be  carried 
too  far.  When  I  prepared  the  Yale  Oil  series 
years  ago,  I  utilized  the  large  Y  scheme  merely 
long  enough  to  show  the  various  uses. 

The  same  general  Instructions  I  have  men- 
tioned in  retail  advertising  display  apply  in  general 
ad.  work.  Don't  use  a  display  line  that  has  no 
application. 

Borders  and  Special  Designs. 

General  advertising  is  not  as  a  rule  watched 
with  such  interest  as  local  advertising.  The  latter 
is  news  that  absolutely  concerns  the  whole  com- 
munity, while  the  general  ad.  usually  has  to  force 
itself  upon  an  unwilling  or  unconcerned  public. 

This,  then,  calls  for  the  "  eye  blazer,"  the 
"  attention-arresting  "  ad.  that  stands  out  like  a  sore 
thumb  and  intrudes  its  proposition.  As  certain 
lines  of  general  advertising  become  fixed  and  stand- 
ard, it  is  less  and  less  necessary  to  resort  to  un- 
usually black  effects.  A  beautifully  proportioned 
advertising  design,  having  well-developed  symmetry 
and  a  catchy  illustrative  idea,  will  always  command 
attention,  which  in  turn  practically  insures  the  read- 
ing of  the  text  matter. 

I  advocate  the  use  of  special  drawings  em- 
bodying good  advertising  ideas,  but   I   cannot  too 


116 


POWELL'S  PRACTICAL  ADVERTISER. 


Victor 

Bicycles 

No  need  to  remind  you  tliat  cycling 
is  the  grandest,  most  exhilarating,  most 
healthful  sport  in  the  world. 

Less    need    of    saymg    that  Victor 
Bicycles   lead.       It  S   a  long   established     superiority  of  this  particular  soap  as  a  promoter  of 
fact,  known  wherever  cycling  is  known     the  quick,  easy  wash.     This   is  what  I  produced — 
— from  Maine  to  California,  Canada  to     an   illustration   occupying  two-thirds   of  the  page, 


strongly  condemn  a  mere  black  patch  because  some 
"  psychologist "  thinks  this  better  than  type. 

Always  seek  contrast  in  design,  and  very  often 
the  display  lines  can  be  type  in  connection  with 
a  good  illustration. 

Originating  Illustrative  Ideas. 

Many  years  ago  I  was  engaged  to  prepare  a 
full  page  ad.  for  a  leading  soap,  to  be  inserted  in  a 
woman's  publication  of  the  Ladies'  Home  Journal 
class.      Something    was    wanted    to    emphasize   the 


Mexico. 

A  catalog  at  your  service. 

Specimen  No.  45. 


The  World 


and  showing  the  back  yard  of  a  city  house,  with  a 
wash  woman  carrying  a  basket  of  dirty  clothes  to 
the  tub.      I  paved  the  yard  with  cakes  of  the  soap 

instead  of  brick,  and   had  the   title  "  B 's  Soap 

Paves  the  Way  to  An  Easy  Wash."  About  a 
quarter  of  the  page  was  given  up  to  text  matter  in 
I  8  point  Old  Style. 

The  illustrative  ideas  as  shown  in  Specimens 
Nos.  15  to  19  are  not  suitable  for  general  adver- 
tising, as  they  are  semi-humorous  and  only  avail- 
able among  home  people.  Specimen  No.  36  shows 
a  "  refreshing  "  idea,  and  I  have  already  referred  to 
the  attractiveness  of  No.  ^^. 

Use  the  product  in  producing  the  illustrative 
idea  if  possible,  and    many   further   good  examples 


Do  you  move  with 

it  ?    Are  you  satis- 
-  -  fied  to  move  along 

yy|Q"yg§    as  your  grandfathers  did  be- 
fore you ;  patient  and  plod- 
ding, so  long  as  you  get  there  sometime  ? 

If  you  are  going  to  win  you  must  be  awake  ; 
you  must  "get  there"  the  short  way.  A 
bicycle  will  help  you. 
There  are  bicycles 
of  every  degree  — 
good,  fair,  bad.  We 
talk  only  of  the  best 
—VICTOR.  Made  of  >^ 

the   finest  materials, «—^ .,,  ,  .     ,  ,  ~  l-     l  t 

by  skilled  mechanics,  in  the  largest  and  best     will  be  seen  m  later  chapters.      1  ry  to  hit  the  mark 


appointed  bicycle  plant  in  America. 

Do  you   want  an   art  catalog   telling   all 
about  it  ? 


Overman  Wheel  Co. 

Boston.  Washington.  Denver.  San  Francisco. 

Specimen  No.  46. 


instead  of  avoiding  it. 

Use  of  Portraits. 

I  have  often  been  asked  if  the  use  of  the  ad- 
vertiser's portrait  is  good.  It  depends.  If  the 
business  is  of  a  professional  nature,  yes — otherwise. 

True,  Gov.  Douglass  gained  notoriety  in  this 


no 


way  in  connection  with  his  $3  shoe,  but  he  began  at  a  time  when  Lydia  E.  Pinkham  was  about 
the  only  other  individual  resorting  to  this  style.  A  face  that  lacks  character  or  looks  like  a  thug 
is  about  the  poorest  thing  possible. 

Practical  Suggestions. 

The  beginner  who  undertakes  to  prepare  general  advertisements  is  usually  required  to 
originate  and  lay  out  a  well  balanced  combination  of  illustration  and  text,  in  which  the  former  is 
really  the  first  consideration,  since  the  article  to  be  advertised  ought  to  stand  out  plainly  and  arrest 
the  attention  of  readers  who  are  likely  to  be  interested.  This  calls  for  a  different  plan  than  is 
followed  in  retail  work,  as  there  is  usually  much  less  space  at  the  writer's  disposal,  and  much  less 
to  be  said  in  the  text  matter,  especially  in  quarter-page  and  smaller  magazine  ads.  This  is  also 
true  to  a  great  extent  in  dailies  and  weeklies,  although  the  cheaper  rate  here  permits  the   display 


PREPARATION    OF   GENERAL   ADVERTISEMENTS. 


117 


of  the  general  ad.  in  larger  space   than   is   deemed 
wise  in  the  monthly  publication. 

But  as  stated,  the  first  consideration  of  the 
general  ad.  should  be  design  and  illustration.  Sup- 
pose we  have  a  quarter-page  magazine  ad.  to  prepare 
for  garters.  Instead  of  merely  showing  a  cut  of  the 
article,  let  us  devote  say  2^  inches  depth  and  full 
width  to  an  illustration  of  a  pair  of  legs  from  below 
the  knee,  one  sock  held  by  the  garter  and  the  other 
without,  badly  sagging.  This  leaves  1^x2^^ 
inches  for  text,  and  the  name  would  look  well  in  a 
special  pen-lettered  design,  as  "  Hold-up  Garters." 
In  a  2-inch  ad.  a  good  effect  could  be  produced  by 
showing  one  leg  only,  with  the  garter  occupying 
15^  inch  in  width  by  2  inches  depth,  leaving 
about  i|/8  inch  by  2  inches  for  text,  which  would 
call  for  a  good  name  display  and  a  couple  of  para- 
graphs in  about  8  point  Roman.  A  mere  enumera- 
tion of  points  is  about  all  that  such  a  limited  space 
can  take  care  of.  If  the  garters  have  been  advertised 
some  time,  then  a  variation  could  be  adopted  by 
having  a  four  or  five-line  paragraph  in  large  text 
type,  something  after  the  style  in  specimen  No.  6, 
but  with  the  name  well  displayed  above  the  text. 

From  this  learn  to  apportion  the  illustration 
and  design  according  to  the  space,  and  so  as  to  get 
the  biggest  show,  not  forgetting  to  leave  room 
enough  to  tell  something  that  will  influence  the 
prospective  customer. 

As   space   increases    there    can    be    more    text  .. 

matter  proportionately.  Take  life  insurance  adver-  tUrC,  cHlQ  cl 
tising — that  badly  abused  branch  for  which  large 
sums  are  annually  wasted  for  printing  the  veriest 
tommy  rot  that  couldn't  possibly  interest  anyone. 
Almost  any  insurance  ad.  will  do  for  examination, 
excepting  those  of  the  Penn  Mutual  of  Philadelphia, 
which  certainly  argue  more  in  two  inches  than 
others, do  in  a  page.  One  casualty  company  ad. 
now  before  me  takes  a  half  page  to  display  the  name 
in  ordinary  type,  give  a  list  of  officers,  and  display 
the  titles  of  nine  forms  of  insurance  dealt  in.  Then 
follows  in  8  point  text  a  lot  of  dope  talk  about 
assets,  confidence,  reserves,  etc.  Now  wonderful 
opportunities  await  the  insurance  company  that  gives 
a  brief  primary  lesson  in   each  ad.,  and   in   such  a 

chatty  way  that  thousands  will  send  for  booklets  telling  the  whole  story,  and  these  in  turn  should 
be  as  interesting  as  the  real  estate  booklet  reproduced  in  this  work.  Say  something  vital  and  say 
it  interestingly.  Look  over  good  specialty  ads.  and  note  the  real  points  brought  out;  also  note 
vital  omissions. 


Victor 

Bicycles 

Ride  a  Victor  and 
you  ride  the  best — will 
enjoy  life,  and  look 
better,  feel  better,  work 
better. 

Specimen  No.  47. 

Five  Minutes 
For  Repairs. 

Tbe  Victor  Pneumatic 
Tire  bas  tbe  only  inner 
tube  whicb  can  be  re- 
moved, m  case  of  punc- 
new  one  in- 
serted m  nve  minutes. 
If  your  time  is  wortb 
anytbing,  tbis  is  impor- 
tant. 


Specimen  No.  48. 


Management  of 
General   Advertising 

Vital  Factors,  How  to  Start  the  Campaign,  Value 
of  a  Proprietary  or  Trade  Name,  Prices  and  Dis- 
counts,    Salesmanship     and     Advertising,    Local 
=  Introduction,  Etc.  ^ 


In  starting  a  new  advertising  campaign  to  cover  the  country  it  will  be  well  to  bear  in  mind 
these  cardinal  factors  : 

First,  mere  merit  alone  will  not  sell  goods  or  gain  a  national  reputation,  hence  the  adver- 
tising appropriation  cannot  be  curtailed  on  the  strength  of  virtue. 

Second,  the  product  must  have  a  proprietary  name  or  trade-mark  for  protection. 

Third,  the  proposition  should  be  made  attractive  to  retailers  and  jobbers. 

Fourth,  sufficient  time  must  be  allowed  for  the  advertising  to  take  effect. 

Fifth,  the  selling  plan  must  be  comprehensive  and  support  the  advertising. 

Sixth,  salesmen  should  be  employed,  instead  of  waiting  for  the  trade  to  send  in  orders. 

Seventh,  certain  staple  articles  of  daily  consumption  will  achieve  quicker  success  through 
moderate  magazine  and  national  periodical  advertising,  and  immediately  supplemented  by  local 
advertising  and  demonstration,  taking  section  by  section. 

Eighth,  the  trade  should  receive  advertising  matter,  prices,  etc.,  shortly  after  the  general 
advertising  starts. 

Ninth,  the  advertisements  should  when  possible  aim  to  get  requests  for  catalogs  and  booklets. 

Tenth,  the  entire  campaign  should  be  thoroughly  laid  out  from  start  to  finish — both  adver- 
tising and  salesmanship — before  a  dollar  is  expended  on  publicity. 

I  assume  as  a  matter  of  course  that  the  manufacturer  or  dealer  who  is  about  to  explore  new 
fields  has  already  solved  the  question  of  production,  cost  and  profit;  and  that  he  has  sufficient 
capital  for  the  new  venture,  if  conducted  on  rational  lines. 

One  more  important  fact  should  be  stated  before  proceeding  further — well  advertised  products 
possessing  merit  will  command  from  25  per  cent,  to  33^  per  cent,  better  trade  prices  than  un- 
advertised  articles. 

Another  fact — consignments  of  advertised  goods  to  retailers,  to  be  paid  for  when  sold, 
almost  invariably  defeat  the  purpose  and  result  in  loss. 

And  as  a  parting  admonition  before  going  further,  I  want  to  advise  the  supplying  of  the  retail 
trade  through  the  regular  jobbing  or  wholesale  houses  who  will  take  advantage  of  all  cash  dis- 
counts and  thus  insure  the  advertiser  against  losses  and  retail  conditions,  the  existence  of  which  he 
can  know  little  about. 

How  to  Start  the  Campaign. 

First  determine  how  extensive  the  operations  are  to  be;  whether  a  lump  sum,  say  $25,000  or 
^50,000,  is  to  be  devoted  to  a  year's  advertising,  or  whether  a  few  hundred  dollars  for  three  or 
four  months  only  are  to  be  experimented  with.  Consult  some  advertising  agent  of  high  standing 
and  get  his  advice  as  to  mediums,  size  of  space,  cost,  etc.  His  commissions  from  publishers  are 
generally  sufficient,  so  that  the  advertiser  is  seldom  asked  to  pay  more  than  publisher's  regular  rates. 

After  a  definite,  final  plan  is  once  agreed  on,  don't  continually  tinker  and  alter  it.  Of  course, 
this  calls  for  a  very  thorough  analysis  of  the  whole  matter,  and  there  should  be  no  undue  haste. 
It  doesn't  pay  to  go  much  by  theory  unless  there  is  common  sense  and,  if  possible,  some 
118 


MANAGEMENT    OF    GENERAL   ADVERTISING.  119 

precedent,  to  insure  success.  Get  at  every  vital  fact  connected  with  competitors— their  prices  and 
discounts,  their  methods  of  distribution,  etc.  Take  as  little  for  granted  as  possible,  and  when  you 
have  everything  in  hand,  go  ahead  and  don't  allow  anything  to  deter  you  from  carrying  out  your 
plans.     Don't  get  nervous  and  over-anxious,  and  expect  immediate  results. 

As  I  have  said,  the  manufacturer  of  staples  need  not  spend  large  sums  in  national  advertis- 
ing, if  he  will  be  content  to  let  them  prove  in  a  small  way  the  percentage  of  possibilities.  Large 
campaigns  for  new  advertisers  ought,  in  almost  any  event,  only  to  follow  moderate  advertising 
effort.  Say  a  manufacturer  introduces  a  new  specialty;  he  can  take  from  four  to  eight  inches  space 
in  the  Ladies'  Home  Journal  and  have  his  salesmen  show  the  ads.  to  retailers.  This  is  an  old 
plan,  and  generally  wins  if  the  article  comes  in  the  standard  necessity  class,  which  precludes  loss 
if  the  advertising  fails  to  convert  consumers. 

As  substantial  progress  is  made  more  space  can  be  taken,  and  the  wisdom  of  keeping  down 
this  expense  until  the  greater  part  of  the  trade  has  been  interested,  will  be  apparent. 

Value  of  a  Proprietary  Name  or  Trade  Mark. 

I  was  once  consulted  by  the  president  of  a  large  New  Jersey  rubber  company,  who  explained 
that  they  did  a  large  business,  yet  the  net  profits  were  scarcely  more  than  five  per  cent.  It  was 
the  old  story  of  manufacturing  almost  every  conceivable  specialty  for  jobbers  and  others  who 
advertised  under  protected  names  and  thus  reaped  the  big  harvest.  He  admitted  the  folly  of  his 
course,  and  desired  advice  for  the  purpose  of  creating  their  own  specialties. 

Many  others  having  complete  plants  are  similarly  situated,  and  it  seems  strange  that  they  do 
not  make  the  most  of  possibilities.  Cutting  out  the  big  profits  of  the  middlemen  is  getting  to  be 
the  order  of  the  day,  and  good  advertising  is  the  surest  factor  in  the  operation  if  properly 
undertaken. 

Again,  a  soap  manufacturer  who  wanted  to  put  up  his  finest  brand  under  a  trade  name  was 
willing  to  spend  ^50,000  in  advertising  if  he  could  be  sure  of  making  as  much  profit  the  first 
year.  It  did  not  occur  to  him  that  getting  his  money  back  in  this  time  would  be  pretty  fair 
progress,  and  that  if  by  the  end  of  the  second  year  he  could  again  turn  over  this  advertising 
capital  and  make  say  ten  per  cent,  on  the  investment,  his  business  would  readily  sell  for  a  big 
bonus.  In  a  few  more  years  he  ought  to  retire  very  rich  if  so  inclined,  for  once  a  staple  gets  in 
a  position  whereby  it  can  spend  fortunes  in  yearly  advertising  it  is  a  bonanza. 

If  the  $50,000  comes  back  in  a  year,  and  $100,000  is  put  into  advertising  the  next  year,  and 
so  until  the  limit  is  reached,  it  is  plain  that  even  without  dividends  the  enterprise  is  intrinsically 
worth  "as  an  established  business"  at  least  double  the  annual  advertising  appropriation.  Were  the 
promoter  foolish  enough,  he  could,  after  three  or  four  years'  publicity,  stop  all  advertising  and  hoard 
up  about  as  much  as  he  had  spent  for  it.  Sales  would  not  diminish  much  for  a  year,  only  a  fair 
shrinkage  would  occur  in  the  second,  and  even  in  after  years  the  product  would  undoubtedly  pay 
as  a  permanent  business,  although  in  vastly  reduced  volume. 

The  point  is  this :  it  is  possible  to  make  a  proprietary  or  trade  mark  name  worth  more  than 
the  total  advertising  investment  represents. 

There  are  to-day  hundreds  of  semi-idle  manufacturing  plants  that  only  need  the  magic  touch 
of  modern  advertising  to  set  every  wheel  turning  and  double  and  quadruple  profits.  Some 
naturally  belong  in  the  regular  field,  while  others  can  reap  fortunes  through  mail  order  merchan- 
dising and  selling  direct  from  factory  to  family. 

And  in  this  connection  I  have  often  thought  that  I  would  ask  nothing  better  than  a  chance 
to  get  hold  of  just  such  a  proposition,  and  I  feel  very  certain  that  it  would  pay  better  than  a  gold 
mine,  for  the  opportunities  are  great — and  what's  more,  certain. 


120  POWELL'S    PRACTICAL   ADVERTISER. 

Forcing  a  New  Market  by  Local  Introduction. 

Food  products  and  other  articles  of  rapid  consumption  can  often  be  made  profit  makers  in 
the  shortest  time  through  local  newspaper  advertising  and  store  demonstrations.  This  method  is 
pretty  well  understood,  and  only  a  few  general  hints  are  in  order  at  this  time. 

Contracts  for  space  should  be  in  bulk,  say  5000  to  10,000  lines  or  the  equivalent,  to  be  used 
in  one  year.  The  first  ads.  announcing  the  demonstration  should  be  large  and  striking,  with 
illustrations. 

Suppose  bulk  contracts  with  two  good  dailies  in  an  enterprising  city  amount  to  $1000.00, 
assuming  of  course  that  these  practically  cover  the  entire  local  field.  It  should  be  a  jobbing  center 
for  quick  distribution  to  retailers. 

Inside  often  days  one  salesman  could  probably  cover  the  entire  trade  and  be  through,  ready 
for  the  next  place. 

Get  every  retailer  to  make  a  good  window  display  and  give  him  an  extra  discount  for  quantity. 
If  the  regular  trade  discount  is  a  third,  make  it  say  40  per  cent,  for  a  $50  order,  or  even  more. 
But  confine  this  proposition  to  the  one  time  that  marks  the  boom  or  introduction.  Remember, 
too,  that  every  retailer,  like  the  druggist,  is  not  your  friend  until  he  has  your  goods  on  hand. 

Take  the  retailer's  order  to  the  jobber,  and  arrange  for  the  latter  to  allow  the  special  intro- 
ductory rate  in  addition  to  his  usual  commission.  Don't  waste  time  or  money  on  any  wholesaler 
in  hope  of  overstocking  him.  He  has  been  there  before.  If  he  has  turned  over  to  him  a  hundred 
dollars'  worth  of  orders,  undoubtedly  he  will  buy  some  extra  goods  on  so  good  a  showing,  but  the 
main  effort  must  be  with  the  retailer  after  the  advertising  has  created  a  demand. 

The  whole  country  can  be  covered  in  this  way,  and  if  good  men  are  employed  enough  boom 
sales  can  often  be  created  to  show  a  quick  profit  on  the  advertising.  But  better  still,  the  great 
work  of  fixing  the  trade  will  have  been  accomplished.  A  normal  use  of  the  remaining  space  after 
the  boom  will  make  it  certain  that  no  local  demand  will  be  unsupplied. 

Concentration  of  effort  is  necessary.  A  common  fatal  error  is  best  illustrated  by  a  certain  new 
baking  powder  that  began  advertising  a  few  years  ago  in  New  York  dailies,  without  using  enough 
space  or  having  a  comprehensive  selling  plan.  To  move  New  York  City  alone  calls  for  perhaps 
$50,000  in  advertising,  which  should  be  along  most  original  lines,  and  totally  different  from  the 
style  adopted,  which  was  scarcely  more  than  "publicity"  or  name  prominence. 

A  quarter  page  in  three  or  four  leading  magazines  gives  some  national  reputation,  and  helps 
the  local  introductions. 

The  baking  powder  in  question  scattered  its  daily  paper  advertising  in  many  cities  and  did 
not  succeed  in  converting  any  single  community  or  in  making  both  ends  meet. 

The  best  plan  always  is  to  begin  in  a  small  jobbing  centre  where  from  1 1,000.00  to  $2,000.00 
will  give  exactly  the  same  extensive  advertising  as  $50,000.00  would  in  New  York  City.  Then 
if  any  plans  need  altering,  the  preliminary  losses  will  be  but  trifling. 

Hammer  the  big  centres  only  after  experiment  has  proven  successful.  If  the  capital  is  large 
enough  it  is  best  to  open  New  York,  Chicago  and  other  centres  as  soon  as  permanent  methods 
have  been  secured.  The  big  city  dailies  circulate  outside  to  a  great  extent,  so  that  in  addition  to 
working  the  immediate  local  field,  the  ads.  are  sent  to  distant  places,  and  when  these  smaller 
centres  are  boomed  in  turn,  they  will  respond  more  quickly  because  of  this  "slop  over"  adver- 
tising from  the  big  city  dailies. 

Just  what  particular  products  can  best  employ  this  plan  it  will  be  unwise  to  specify.  I  should 
advocate  some  careful  figuring.  How  many  packages,  boxes  or  bottles  must  be  sold  to  get  back 
sufficient  profit  to  pay  for  the  introductory  advertising?  How  many  retailers? — then  eliminate 
from  your  calculation  from  20  per  cent,  to  30  per  cent,  of  them  as  too  one-horse  to  take  an  extra 
discount  on  a  good  thing. 


MANAGEMENT    OF    GENERAL   ADVERTISING.  121 

Now  assume  that  the  local  introduction,  requiring  two  weeks,  costs  $8oo.oo  including  adver- 
tising and  two  salesmen.  On  an  article  selling  at  ten  cents — a  food  product  for  example — it 
follows  that  from  io,ooo  to  20,000  packages  would  have  to  be  sold  to  cover  expenses,  and  unless 
there  were  a  hundred  active  retailers  who  would  each  buy  a  gross  after  a  lively  demand  started,  it 
would  be  almost  impossible  to  leave  the  city  even  or  ahead  of  the  game. 

With  an  article  of  this  kind  it  should  not  merely  be  the  aim  to  make  a  profit  or  even 
expenses  on  the  introduction,  for  when  the  entire  retail  trade  is  supplied  and  is  co-operating,  the 
main  work  is  completed,  and  moderate  local  advertising  thereafter  will  keep  the  goods  moving. 
The  vital  thing  is  the  fixing  of  the  retailer  so  the  advertising  will  not  be  weakened. 

Food  products,  medicines  and  similar  articles  of  general  daily  use  can  often  make  a  profit  on 
the  boom,  as  will  be  apparent  in  the  department  on  medical  advertising.  Corsets,  dry  goods 
specialties,  etc.,  cannot  expect  it,  and  of  course  the  amount  of  advertising  should  be  regulated 
accordingly. 

In  the  introduction  of  flavoring  extracts  it  generally  pays  to  sample,  but  it  is  expensive  to 
send  canvassers  to  each  home  and  secure  an  audience  with  the  lady  of  the  house.  Much  valuable 
time  is  thus  consumed,  and  it  is  such  a  prolonged  effort  that  no  salesman  could  wait  in  the  field 
long  enough  to  receive  any  benefit  as  far  as  a  quick  demand  is  concerned.  The  better  way  is  to 
sample  from  a  given  point  or  points — say  from  every  store  that  will  buy  an  assorted  gross  of  the 
various  flavors — and  confine  the  free  event  to  the  one  day  or  days.  Leaving  samples  with  stores 
Is  undignified  and  hurtful  in  more  ways  than  one. 

The  local  introduction  should  aim  to  wake  up  the  entire  population  in  the  shortest  possible 
time,  and  I  cannot  conceive  of  any  line  possessing  real   merit  that  testimonials  will  not  benefit. 

About  the  only  rule  as  to  which  lines  will  stand  heavy  advertising  is  this:  if  practically 
everybody  can  use  the  goods  that  very  day,  then  pounding  space  may  win,  but  if  the  buyers  must 
first  wear  out  something  similar,  then  booming  may  fail.  We  can  instantly  eat  anything  that  we 
fancy — we  cannot  throw  away  a  good  pair  of  shoes. 

Prices  and  Discounts. 

One  of  the  present  largest  department  stores  in  Philadelphia  began  by  offering  merchandise 
at  actual  cost,  and  this  shows  the  value  of  price  saving.  To  divert  trade  from  competitors  and 
get  it  working  for  you  is  worth  a  good  deal ;  therefore  the  giving  of  an  extra  discount  on  a  new 
boom  is  wise. 

But  give  it  where  it  will  do  the  most  good — to  the  retailer. 

The  jobber  will  naturally  take  all  you  ofi^er  him,  but  the  very  nature  of  his  business  precludes 
his  giving  any  great  surplus  of  effort  to  any  single  product.  Be  as  liberal  with  the  middleman  as 
any  one  in  your  line  and  then  devote  your  attention  to  creating  the  demand  and  making  things 
interesting  for  the  retailer. 

Salesmanship  >vith  Advertising. 

Get  good  salesmen  to  work  with  the  advertising.  In  opening  new  centres  much  depends 
"^  y  on  their  ability  as  hustlers  and  talkers.  Put  the  best  one  in  charge  and  hold  him  to  account.  A 
mere  receiver  of  orders  is  about  as  useless  as  can  be  imagined.  The  real  salesman  enters  into  the 
spirit  of  the  thing  with  vigor  and  vim.  He  feels  his  responsibility,  and  knows  that  if  he  makes  a 
record  there's  big  money  for  him  somewhere,  because  the  world  is  always  on  the  lookout  for 
selling  brains.  One  of  the  best  salesmen  I  ever  saw  left  a  $2  5-a-week  job  to  conduct  local 
invasions  for  a  new  specialty,  and  he  soon  demonstrated  that  he  could  induce  the  trade  to  multiply 
their  orders  by  ten  where  the  proposition  and  advertising  are  attractive.  Another  drawing  $75 
weekly  proved  a  complete  failure.  The  local  introduction  method  requires  making  friends 
quickly,  and  grass  must  not  grow  under  the  salesman's  feet. 


Mail  Order  Advertising 

A  Magnitude  of  Mail  Trade,  General  Principles,  Publications,  Keyed  A 

^T(^       Ads.,  Sample  Copy  Circulation,  Agents,  Agents'  Letters,  Schemes,       ^mJ^ 

^     A     ^     A     ^     ^      sft      Space  Limitations.      ^     ^     tA     <^     lA     tA     A 


Mail  order  advertisers  are  divided  into  two  classes: 

First,  manufacturers  or  dealers  who  reach  the  people  living  almost  exclusively  in  country 
villages,  farming  and  remote  settlements,  where  the  advantages  of  department  and  other  large  stores 
cannot  be  obtained. 

Second,  department  stores  having  mail  departments  and  manufacturers  of  higher  priced 
articles  that  appeal  to  the  readers  of  magazines  and  National  weeklies. 

The  first  class  advertise  almost  exclusively  in  the  strict  mail  order  papers,  such  as  Comfort, 
the  Vickery  &  Hill  List,  Woman's  Magazine,  Hearthstone,  Paragon  Monthly,  Metropolitan 
and  Rural  Home  and  others  which  circulate  almost  wholly  in  the  country  districts.  These  papers 
usually  have  enormous  circulations,  from  50,000  to  1,500,000,  and  owing  to  their  comparatively 
inexpensive  make-up  and  printing,  they  are  able  to  offer  subscriptions  at  the  lowest  price,  varying 
anywhere  from  ten  cents  to  fifty  cents  a  year.     The  advertising  rates  are  correspondingly  low. 

Practically  the  only  difference  between  the  country  and  city  mail  trade  lies  in  the  fact  that  the 
latter  is  appealed  to  in  a  more  dignified  manner;  the  offerings  are  for  the  most  part  the  best  of 
their  kind,  and  are  sold  at  higher  prices.  Much  of  the  magazine  mail  order  advertising,  too,  is 
not  for  exclusive  mail  trade,  as  these  advertisers  also  frequently  sell  through  stores  or  their  own 
branches. 

For  practical  purposes,  however,  the  mail  order  principle  is  always  the  same,  but  the  reaching 
after  the  country  buyer  being  at  the  present  time  a  hundred  times  more  important  and  extensive 

than  the  efforts  to  secure  his  city  cousin,  it  will  be  best  to 
analyze  those  conditions  that  apply  more  specifically  to  the 
former.  And,  moreover,  it  must  be  borne  in  mind  that  the 
standard  magazine  advertiser  who  seeks  mail  buyers  is  at  best 
only  following  the  general  law — the  offering  of  merchandise 
that  is  better  or  more  extensive  than  the  line  carried  by  the 
average  local  store.  For  example,  certain  mail  order  furni- 
ture houses  make  and  sell  ten  times  as  many  up-to-date 
patterns  as  can  be  found  on  the  floors  of  even  the  largest 
stores.  This  multiplicity  on  the  part  of  the  manufacturer 
enables  him  to  take  the  lead,  because  people  have  become 
educated  to  ordering  by  mail  to  such  an  extent  that  they 
no  longer  hesitate,  provided  the  advertised  goods  are  proper- 
ly illustrated  and  described. 


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Hpeciiueii  No.  49. 


The  Magnitude  of  Mail  Trading. 

Few  realize  the  enormous  development  of  the  standard 
mail  order  business,  by  which  is  meant  the  selling  of  house- 
hold and  other  goods  that  are  a  part  of  our  every-day 
existence.  From  small  beginnings  such  houses  as  Sears,  Roe- 
buck &  Co.,  Montgomery,  Ward  &  Co.,  and  John  M.  Smyth 
&  Co.,  all  of  Chicago,  have  grown  and  expanded  until  each 


122 


MAIL   ORDER   ADVERTISING.  123 

now  does  an  annual  business  running  into  millions  of  dollars.  Other  large  mail  concerns  every- 
where also  do  an  enormous  business,  but  Chicago  is  pre-eminently  the  greatest  center  on  earth 
in  this  particular  line.  And  as  the  free  rural  delivery  system  continues  to  expand  opportunities 
for  more  and   more  mail  order  trading  will  add  to  the  number  of  advertisers. 

The  large  mail  order  advertiser  looks  for  steady  trade,  once  he  has  made  an  initial  sale.  The 
idea  that  "a  sucker  is  born  every  minute"  and  that  one  order  from  each  is  enough,  is  entirely  wrong 
as  regards  big  results,  and  any  enterprise  organized  with  that  idea  in  view  will  assuredly  be  short 
lived.     But  of  "schemes"  more  will  be  said  later. 

Take  the  average  Sears,  Roebuck  ad.  for  analysis,  and  it  will  be  seen  that  a  sewing  machine, 
for  example,  is  offered  at  a  wonderfully  low  price,  say  $5  as  in  Specimen  No.  50.  Yet  there 
is  no  fake  about  it.  Of  course  you  cannot  expect  to  get  a  $75.00  Singer,  but  you  are  sure  to  get 
a  bargain.  How  is  it  possible?  Why,  because  this  great  concern  controls  the  output  of  an  entire 
sewing  machine  factory,  and  consequently  it  is  able  to  sell  at  a  wholesale  rate  direct  to  the  con- 
sumer, and  still  ■  make  a  fair  profit. 

Then  jot  down  on  the  credit  side  of  the  ledger  the  profits  on  future  sales,  for  the  thousand- 
page  catalog  sent  each  buyer  covers  almost  everything  from  garden  seeds  and  stable  equipments 
to  household  goods  and  portable  houses.  This  company  provides  for  every  phase  of  life — from 
infancy  to  old  age,  including  a  suitable  headstone  when  life's  work  is  over.  This  getting  down  to 
hard  pan  in  the  matter  of  production  and  price  puts  the  great  mail  order  advertiser  in  touch  with 
every  part  of  the  country,  for  variety  and  price-saving  never  grow  stale  and  uninteresting. 

Where  Failure  Results. 

A  certain  Chicago  advertiser  a  few  years  ago  offered  a  salt  and  pepper  shaker  at  25  cents,  and 
it  certainly  was  more  than  the  money's  worth.  Here  is  a  pit-fall  for  the  new  mail  order  adver- 
tiser, who  doesn't  understand  the  principle.  As  a  matter  of  fact  it  cost  this  concern  more  than  it 
received  for  the  goods,  but  it  was  good  judgment  to  lose  a  few  cents  per  order  the  first  time,  for 
the  sake  of  getting  thousands  of  satisfied  buyers  who  would  come  again  by  ordering  from  a  very 
complete  silverware  catalog.     No  easier  way  than  this  to  prove  that  value  is  given. 

Indeed,  there  isn't  much  chance  for  low  priced  articles  as  advertising  propositions,  unless  a 
more  or  less  complete  line  of  other  things  besides  what  is  advertised  is  carried. 

Novelties  alone,  from  ten  cents  up,  cannot  as  a  rule  be  made  to  pay  the  cost  of  advertising, 
say  nothing  of  cost  of  goods  or  profit.  The  medical  advertiser  who  offers  his  preparation  by  mail 
at  a  popular  price  and  without  the  help  of  stores  or  agents,  is  a  sure  loser.  The  best  method  in 
this  kind  of  advertising  is  to  advertise  free  samples,  and  if  properly  done  the  replies  will  cost 
from  twenty  cents  to  forty  cents  each.  The  average  will  be  not  far  from  twenty-five  cents.  Now 
about  one  in  five  or  six  will  order  a  "treatment"  at  say  $3.00  each,  and  a  little  figuring  will  show 
the  profit.  If  $5.00  is  asked  the  percentage  of  buyers  will  naturally  decrease,  and  it  depends  on 
the  kind  of  medicine  as  to  how  much  can  be  asked.  To  demand  $3.00  for  a  liver  treatment  is 
absurd,  when  every  drug  store  sells  good  liver  pills  for  less  than  twenty  cents.  Neither  would  a 
cold  cure  be  a  proper  selection,  but  a  treatment  of  say  three  bottles  of  Rheumatism  Cure  at  a 
dollar  each  in  connection  with  a  couple  of  bottles  of  oil  or  rheumatic  liniment,  the  whole  to  sell 
at  $5.00  and  last  a  month,  would  seem  reasonable,  since  this  disorder  is  far  more  serious  than  any 
minor  ailment. 

It  may  be  set  down  as  a  fairly  good  rule  that  any  proposition  calling  for  less  than  $2.00  will 
not  pay  unless  there  is  something  else  to  secure  future  sales. 

A  man  recently  sought  my  advice  about  putting  several  hundred  dollars  into  advertising  a 
25-cent  game,  which  was  not  on  sale  at  stores,  and  it  didn't  take  long  to  show  him  how  easy  it 
would  be  to  lose  his  money.  Free  samples  bring  more  replies  than  any  other  form  of  advertising, 
yet  they  seldom  average  less  than  twenty-five  cents,  and  generally  more. 


124 


POWELL'S    PRACTICAL   ADVERTISER. 


Of  course,  a  wonderful  novelty  might  bring  marvelous  results,  but  regular  merchandise  will 
not.  For  those  who  wish  to  test  a  new  thing  at  a  small  cost,  the  only  way  is  to  select  a  good 
representative  publication  and  run  an  ad.  measuring  from  seven  to  fourteen  lines.  A  few  dollars 
will  tell  the  story. 

Keyed  Advertisements. 

The  mail  order  advertiser  cannot  afford  to  guess  very  much  as  to  which  publications  do  and 
do  not  pay.  For  this  reason  the  keyed  ad.  is  universally  used.  One  method  is  to  give  a  different 
street  number  to  each  paper  if  the  business  is  in  a  small  place,  and  it  doesn't  matter  whether  there 
are  any  street  numbers  or  not.  Another  way,  if  located  in  a  building  known  to  the  post  office,  is 
to  give  each  ad.  a  different  room  or  suite  number.  Every  publication  is  therefore  properly 
credited.  Some  advertisers  put  jokers  in  their  ads.  that  are  hardly  noticeable  even  to  the  expert, 
but  the  direct  methods  just  mentioned  are  good  ones  to  follow. 

About  Sample  Copy  Circulation. 

The  postal  authorities  permit  publishers  to  mail  their  publications  at  pound  rates  to  as  many 
names  as  there  are  paid  subscribers.      This  is  a  good  thing  for  the  true  mail  order  publisher,  who 

is  thereby  enabled  to  make 
his  paper  pay  his  adver- 
tisers better  than  would 
be  possible  with  a  steady 
subscription  list  alone. 
When  a  solicitor  tells  you 
that  his  publication,  if  a 
mail  order  sheet,  goes  only 
to  "paid  subscribers"  he 
shows  lamentable  ignor- 
ance. The  sample  copy 
value  is  realized  by  a  little 
investigation.  Say  the 
publisher  has  a  couple  of 
columns  of  cheap  jewelry 
advertising,  the  same  of 
medical  and  so  on.  Now 
by  renting  several  thous- 
and letters — answers  to  advertisers'  ads.  in  various  other  publications,  classified  in  accordance 
with  requirements — it  follows  that  more  people  will  be  interested  than  is  otherwise  possible.  It 
isn't  hard  to  understand  that  if  10,000  people  have  replied  to  jewelry  and  novelty  ads.  they  must 
necessarily   be   in   the  market  for  such  merchandise. 

The  magazine  or  high  class  publisher  cannot  afford  to  mail  such  a  large  proportion  of  free 
copies,  consequently  it  is  more  difficult  for  his  publication  to  give  this  class  of  advertisers  the  best 
results.  Moreover,  most  of  the  cheap  mail  ads.  are  not  particularly  desired  except  in  the  strict 
mail  order  papers,  and  only  rural  circulation   is  likely  to  return  a  profit. 

Selling  Through  Agents. 

Replies  to  a  regular  agent's  ad.,  measuring  from  a  few  lines  to  an  inch,  generally  cost  about 
50c.  each  in  good  mail  order  papers.  The  circular  letters  and  circulars  sent  in  response  should 
aim  to  sell  several  dollars'  worth  of  goods  at  agents'  prices.  With  a  good  salable  line,  a  profitable 
business  can  eventually  be  built  up.      Many  houses  have  thousands  of  local  agents  and  make 


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SEARS,  ROEBUCK  &  CO.,  CHICAGO,   ILLINOIS. 

Specimen  No.  50, 


MAIL   ORDER   ADVERTISING. 


125 


fortunes  annually,  but  the  building  up  of  this  system  means  years  of  good  work  and  up-to-date 
methods.  Those  who  contemplate  entering  this  field  should  answer  practically  all  the  ads.  in 
mail  order  papers  that  are  in  the 


2,000  Watches 


To  be  given  away 

FREE 


A  $50.00 

SOLID  GOLD  WATCH 

I«r  you,  or  wo  vill  pa;  you  $50.00  Spot  Cash  to  buy  a  SOLID 

GOLD  Wutch  from  your  own  joweler,  tf  the  watch  wo  send  to  every 
fereoo  QQBWunng  this  advertifiemi^nt  is  not  found  exactly  wLat  wo  fluim. 
We  intend  by  our  liberality  to  rapidly  introduce  the  greatest  remedy 
of  th«  ag«— to  stlmalate  tbe  Appetite,  resolate  the 
bowels  and  beautify  the  complexion.  We  duo't  want  your. 
■loney.  Only  eend  Bs  your  namo  and  I'ost  Office  addreea  "and  agree 
ki  sell  only  14  BoxeS  of  our  Warvoloua  Kemtdy  nt  25  cts.  a  box. 
We  will  then  Bond  you  the  remedy  by  mail  at  once.  When  sold  you  eend 
ue  Qnly  f  E.50  of  OUT  money  acid  we  will  send  you  ou»-«f  oar  haaci«. 
Bomely  engraved  caae  stem  wln<l  and  stenKset  Americaa 
Borement  watches  and  you  cao  Bond  tie  the  oUier  tl.OO  of  our  monej 
■whea  the  watch  reaches  yon.  Now  Is  your  Chance  to  get  ftflne 
watch  wTthout  upending  a  cent  and  you  will  never  regret  hftviog  helped  to 
iotroduca  our  Hemedy.  Our  Watch  Is  a  dandy  and  one  Qian 
said  he  would  not  take  $100.00  for  It*  Here  is  an  advertisement 
ttiat  ia  fair  and  sqnare,  and,  aa  we  said  before,  we  will  pay  you 
Avo.oo  In  cash  to  bu^  a  Solid  Gold^Vatch  from  your  own 
jeweler,  if  yoa  find  that  the  watch  we  send  yon  is  not 
exactly  what  we  claim.  We  seod  b  guarantee  with  every 
wotch.     Wnte  to-daj. 


3 

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3 
a 

i 

a 

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r 


proposed  line.  Get  a  thorough 
knowledge  of  what  competitors 
are  doing,  and  try  to  do  as  well  in 
every  way  without  copying. 

Agents'  Letters. 

One  very  peculiar  condition 
exists  regarding  medical  agents — 
the  straight  agents'  ad.  seldom 
pays.  Prospective  agents,  for  some 
reason  not  well  understood,  prefer 
anything  to  medicines,  which  ac- 
counts for  so  few  ads.  calling  for 
this  class  of  workers.  Some  of 
the  largest  medicine  houses  do  no 
periodical  advertising  at  all,  but 
secure  agents  by  renting  regular 
agents'  letters  and  mailing  their 
propositions  direct.  One  New 
York  company  has  over  50,000 
medical  agents  secured  by  circular- 
izing nearly  a  million  names  a 
year.  The  value  of  these  letters 
varies,  but  if  they  are  not  more 
than  a  year  old,  from  two  to  four 
per  cent,  secure  agents. 

Agents'  letters  are  usually 
bought  by  letter  brokers,  who  ap- 
proach advertisers  who  have 
worked  their  replies  to  the  limit  and  have  nothing  to  lose  by  selling  them.  Good  letters,  which 
mean  those  not  written  in  response  to  over-colored  or  alluring  ads.,  bring  from  $15.00  to  $25.00 
per  thousand — sometimes  more.  The  broker  then  rents  the  first  copying  at  say  $10.00  per 
thousand  or  as  much  more  as  he  can  get,  after  which  several  others  pay  $5.00  per  thousand. 
Frequent  copying  naturally  reduces  the  value,  until  the  letters  are  not  worth  the  postage  to  adver- 
tisers. The  final  renting  is  generally  to  mail  order  publishers  for  sample  copy  circulation  at  a 
dollar  a  thousand,  as  they  are  still  good  for  this  purpose. 

The  vital  principle  is  this:  people  who  reply  to  an  ad.  thus  prove  that  they  are  interested, 
and  therefore  their  letters  are  guarantees  of  good  faith,  so  to  speak,  that  they  will  consider  similar 
propositions  from  others.  No  skillful  advertiser  would  ever  spend  even  postage  on  a  "mailing 
list,"  since  only  the  original  letter  affords  any  safety  from  bogus  names,  old  dates,  etc. 

As  to  any  particular  lines  being  benefited  by  this  letter  system  little  can  be  assured  in  ad- 
vance. Most  brokers  will  rent  a  trial  lot  of  a  thousand  or  more  to  give  the  advertiser  a  quick 
test,  and  this  is  a  good  plan  to  follow. 

In  the  experimental  stages,  it  may  be  well  to  see  just  what  a  dozen  or  more  agents  can  do  for 
a  given  line.  It  is  all  right  to  send  out  100,000  pieces  of  printed  matter  when  probable  results 
are  not  entirely  a  gamble.      I  have  often  been  asked  the  question  as  to  whether  it  would  pay  the 


FREE 

WATCHES 


FREE 

WATCHES 


No  hamfiugglng,  only  absolute  honest  deqKngs 
Specimen  No.  51. 


126  POWELL'S    PRACTICAL   ADVERTISER. 

medical  house  to  rent  letters  replying  to  an  ad.  calling  for  silverware  agents,  and  vice  versa.  Yes, 
because  the  replies  merely  indicate  a  desire  for  employment,  but  it  certainly  wouldn't  pay  to  send 
out  medical  offers  for  mere  treatment,  except  to  the  sufferers  who  had  answered  some  medical 
ad.  of  a  similar  nature. 

Letters  can  usually  be  procured  for  any  class  of  business,  and  a  closing  word  of  caution  will 
be  appreciated.  How  can  one  be  sure  that  the  broker  will  tell  the  truth  about  his  letters,  as  to 
age,  number  of  times  copied,  etc.?  The  sure  way  is  to  have  some  one  answer  all  ads.  you  are 
interested  in,  applying  the  key  system  to  each.  Thus,  direct  the  Hill  ad.  to  send  to  12  Main  St., 
the  Jones  ad.  to  13  Main  St.,  etc.  Keep  a  record,  so  that  if  you  ever  receive  another  circular 
addressed  to  12  Main  St.,  you  will  know  that  this  new  comer  copied  Hill's  letters,  and  by  posting 
up  every  unsolicited  proposition  no  letter  broker  can  deceive  you,  although  deception  of  this  kind 
is  not  the  rule. 

Fake  Schemes. 

Specimen  No.  5  i  is  a  specimen  of  the  fake  ad.,  which  is  craftily  worded  to  keep  within  the 
law,  while  pretending  to  give  free  a  solid  gold  watch.  This  deception  is  accomplished  by  the  large 
display  of  the  word  "Free,"  a  "I50.00  Gold  Watch,"  etc.  As  a  matter  of  fact  the  real  offer  of 
"2000  Free  Watches"  is  for  a  very  ordinary  article,  worth  probably  50c.  at  most,  but  the 
unsophisticated  reader  doesn't  tumble  to  the  fact  that  the  real  gold  watch  is  only  given  free  when 
it  can  be  proven  that  the  advertiser  fails  to  send  the  watch  exactly  as  claimed.  The  juggling  of 
words  and  hiding  the  real  offer  until  well  down  in  the  text  matter  is  an  old  trick,  but  the  postal 
authorities  are  making  it  harder  and  harder  for  such  people  to  keep  out  of  trouble.  This  kind 
of  deceptive  advertising  hurts  other  lines  honestly  conducted,  and  if  the  government  would  go  a 
step  farther  and  investigate  say  a  hundred  who  have  sent  money  to  such  houses  and  rule  them  out 
of  the  mails  when  exposed  by  their  dupes,  the  last  vestige  of  the  evil  would  disappear. 

In  contrast  is  Specimen  No.  49,  showing  two  watch  ads.,  which  do  as  agreed,  although  some- 
what highly  colored.  These  watches  are  gold  plated  and  cost  from  50c.  to  90c.  each.  The  first 
ad.  of  course  could  not  pay  over  50c. 

Literature  Needed. 

Of  course  good  booklets,  catalogs  and  circular  letters  are  needed  for  following  up  replies  to 
ads.  Have  them  as  good  as  any  sent  out  by  competitors — better  if  possible.  One  potent  reason 
for  the  failure  of  so  many  who  enter  the  mail  order  field  is  due  to  the  fact  that  beginners  fail  to 
appreciate  the  importance  of  appearance.  They  want  to  limit  expense  in  every  possible  way,  and 
consequently  their  literature  Is  a  sorry  apology  in  comparison  with  what  is  sent  out  by  their  com- 
petitors. While  it  is  not  absolutely  necessary  to  print  a  36-page  booklet  simply  because  some 
other  advertiser  does,  yet  to  substitute  a  small  four-page  circular  improperly  prepared  and  illus- 
trated is  to  invite  defeat  at  the  start  and  prevent  getting  a  proper  tab  on  possibilities. 

Limit  the  periodical  advertising  at  first,  but  make  the  literature  strong.  Have  as  much  show- 
as  possible,  and  don't  stint  the  illustrative  effects.  If  testimonials  are  used,  don't  pack  them  in 
like  shot,  thinking  people  will  read  them  and  call  for  more.  Better  have  four  good  ones,  each 
occupying  a  page,  with  special  designs.  With  study  and  a  determination  to  make  a  big  show 
for  the  money,  coupled  with  the  realization  that  you  musn't  look  like  thirty  cents  in  comparison 
with  your  competitors — whose  literature  will  doubtless  be  sent  for  as  well  as  your  own — success 
may  reasonably  be  looked  for. 

The  Limit  of  Space. 

In  mail  order,  as  in  general,  advertising,  the  limit  of  space  possibilities  can  only  be  determined 
by  some  experiment.  Agents'  Wanted  ads.  are  seldom  profitable  in  more  than  a  few  inches,  and 
one  or  two  inches  will  bring  replies  at  the  least  cost.  Some  wonderfully  new  scheme,  however, 
might  stand  half  a  page,  but  general  experience  is  against  this  lavish  spread. 


Medical  Advertising 

Unsurpassed  as  a  Money  Maker,  Increasing  Consumption  of 
Remedies,  Selection  of  Line,  How  to  Introduce  Locally,  Notable 
Success  on  $300  Test,  Value  of  Testimonials,  Agents,  Distribution 
::        ::        of  Samples,  Scare  vs.  Proof,  Mail  Orders,  Etc.       ::        :: 


m 


m 


# 


Rightly  undertaken,  the  proprietary  remedy  business  is  one  of  the  biggest  gold  mines 
imaginable.  The  successful  promoter  should  really  combine  two  antagonistic  qualities— ability  to 
carefully  analyze  conditions,  formulate  original  plans  and  remain  inactive  until  the  campaign  is  in 
shape  to  move,  and  also  possess  the  nerve  to  plunge  at  the  right  time  to  the  very  limit. 

Few  men  are  adapted  to  medical  management  and  advertising.  Imagine  the  slow,  plodding 
analyst,  as  careful  as  the  great  chess  or  checker  player— poring  over  each  little  detail  and  searching 
out  a  dozen  or  more  moves  ahead  without  once  losing  sight  of  every  attending  consequence. 
Then  imagine  this  personification  of  extreme  caution  suddenly  rousing  himself  from  his  lethargy 
and  apparently  throwing  vigilance  to  the  winds  in  his  lavish  expenditure  for  advertising. 

While,  to  a  certain  extent,  all  really  great  business  men  combine  in  a  way  these  essential 
qualities,  yet  the  medical  business  calls  for  them  to  the  very  limit.  There  are  so  many  discourage- 
ments and  uncertainties  that  costly  errors  are  likely  to  result,  and  if  the  advertiser  is  not  absolutely 
sure  of  his  ground  he  will  most  likely  swerve  from  his  plans,  and,  as  is  so  often  the  case,  go  to 
pieces  and  quit  a  big  loser. 

Some  notable  medical  successes  have  been  achieved  only  after  fortunes  were  spent  in  adver- 
tising, but  this  brute  force  can  hardly  be  accepted  as  the  real,  vital  principle  or  necessity.  Rather, 
let  us  say  that  great  capital,  beyond  what  is  needed  to  round  the  first  turn,  is  unnecessary  save  as 
a  substantial  commercial  rating  in  Dun  or  Bradstreet  gives  both  jobber  and  retailer  plenty  of  con- 
fidence, thereby  enabling  the  manufacturer  to  sell  big  bills  of  goods  during  the  introductory  boom. 
How  much  does  it  take  to  make  a  medicine  business  a  success  ?  Thousands  ask  this  question 
every  year,  and  when  it  is  realized  that  the  largest  drug  jobbers  are  importuned  by  more  than  two 
hundred  new  medical  promoters  every  week  to  carry  their  preparations,  there  will  be  little  surprise 
that  failures  are  so  numerous  and  that  the  stigma  against  the  patent  medicine  business  is  so 
pronounced  that  men  of  money  are  afraid  to  invest  in  it.  Neither  should  there  be  surprise  that 
not  one  new  medicine  in  a  thousand  wins. 

I  shall  not  attempt  to  discuss  the  wonderful  propensities  of  the  American  people — especially 
the  women — for  taking  "patents,"  but  it  may  be  well  to  impress  the  fact  that  statistics  prove  that 
the  habit  is  gaining  rather  than  losing  ground.  It  is  evident,  therefore,  that  there  is  field  enough — 
plenty  of  consumers — if  they  can  only  be  reached  by  the  right  advertising. 

The  first  important  factor  is  the  selection  of  the  right  kind  of  remedy  or  remedies,  and  on 
this  depends  largely  the  capital  required.  Several  years  ago  a  well-known  advertising  expert  con- 
sulted me  as  to  the  chances  of  a  very  meretricious  laxative  he  was  about  organizing  a  company  to 
promote.  Would  $10,000  turn  the  trick  ?  My  reply  was  that  it  ought  to  take  nearer  1 100,000, 
and  he  couldn't  understand  why.  This  man  was  like  almost  every  other  advertising  specialist  who 
is  absolutely  at  sea  regarding  medical  work,  which  is  a  science  in  itself — a  science  that  ruthlessly 
ignores  those  artistic  ads.  that  sell  almost  any  other  product,  but  which  fall  flat  in  inducing  the 
sufferer  to  take  the  latest  "  discovery." 

The  difficulties  about  a  laxative  are  numerous;  first,  the  druggist  can  make  more  money  sell- 
ing his  own  preparation;  second,  almost  any  cathartic  does  the  work  perfectly,  hence  the 
disinclination  of  people  to  give  up  an  old  friend  for  something  new  ;  third,  the  absence  of  actual  suf- 
fering and  alarm  as  to  the  possibility  of  becoming  a  hopeless  cripple  or  risking  loss  of  life,  combine 


127 


128 


POWELL'S  PRACTICAL  ADVERTISER. 


THE  GREAT  HEALER 
COMING. 


Intense  Interest  is  Centered  on 
Friday,  the  13tli. 


DR.  FROST  TO  GIVE  THIS  CITY 

A  GRAND  TEST  OF  HIS 

POWER  ON  THAT  DAY. 


Will    Cure    Rheunia= 

tism  in  every  Con= 

ceivable  Form. 


500O  Bottles  of  his  World  Renowned 

Rhenmatism  Cure  will  be  Presented 

Free  to  all  Sufferers. 


Word  has  been  received  in  this  city  that 
the  celebrated  Dr.  Frost  is  coming  to  Bridge- 
port this  week  and  will  give  our  rheumatic 
citizens  immunity  from  the  dread  disease,  as 
he  has  in  New  Haven,  Hartford  and  other 
New  England  cities  this  fall. 

Dr.  Frost's  miracles,  for  such  they  appear 
to  be,  are  almost  countless,  as  well  as 
astounding.  In  Providence  he  cured  Row- 
land Alford  who  had  lain  in  bed  nineteen 
months  from  chronic  rheumatism,  and  had 
been  declared  incurable  by  the  Rhode  Island 
Hospital  and  nine  city  doctors. 

The  grand  test  in  this  city  will  take  place 
on  Friday  the  13th  inst.,  at  the  office  of  the 
Evening  Standard  when  5000  bottles  of  Dr. 
Frost's  Rheumatism  Cure  will  be  handed 
free  to  every  sufferer  who  applies. 

The  crowds  that  follow  the  doctor  have 
been  phenomenal. 

Specimen  No.  52. 


BRIDGEPORT 

AWAITING  THE  FREE 

DISTRIBUTION  OF 

OR.  FROST'S 


FAMOUS  RHEUMATISM 
CURE. 


Tlie  Celebrated  Physician  to 

Give  Away  in  this  City  5000 

Bottles  Absolntely  Free 

to  AIL 


EVENING    STANDARD     OFFICE 
SELECTED  AS  THE  PLACE. 


Friday,  Nov.  13th,  the  Day 


The  lame  and  crippled  of  Bridgeport  are 
awaiting  with  feverish  interest  the  advent  of 
Dr.  Frost,  the  famous  physician,  whose 
world  renowned  cure  for  rheumatism  is  hailed 
in  both  this  country  and  Europe  as  the  only 
true  specific  for  this  awful  disease,  in  all 
forms,  including  sciatica,  lumbago  and  gout. 

Our  citizens  have  heard  of  the  scores  of 
miracles  that  Doctor  Frost's  Rheumatism 
Cure  has  performed  in  New  Haven  and 
Hartford  and  it  is  safe  to  predict  that  the 
largest  crowd  known  in  many  years  will 
assemble  at  the  office  of  the  Bridgeport 
Evening  Standard  on  Friday  of  this  week, 
when  by  Dr.  Frost's  Philanthropy,  the  5000 
bottles  will  be  given  away. 

According  to  the  New  England  news- 
papers, the  medical  profession  say  that  Dr. 
Frost  has  discovered  a  secret  that  surpasses 
the  best  efforts  of  Pasteur  or  Koch.  They 
await  the  test  in  this  city  with  interest. 
Specimen  No.  53. 


Begins  To-Day! 

The  Grand  Test  Distribation 

of  Dr.  Frost's  Famons 

Rhenmatism  Cnre. 


AT  THE  UNION  OFFICE. 


The   Lame   And   Crippled    Will 

Be  Started  On  The  Road 

To  Complete  And  Rapid 

Recovery. 


The    Most    Marvelous    Discovery   of 

The  Age  To  Be  Given  Out 

Absolntely  Free  To  All 

Who  Call. 


"Incurables,"  Specially  Invited. 


The  grand  distribution  of  Dr.  Frost's 
Rheumatism  cure  to  the  maimed  and  crippled 
of  this  city,  takes  place  to-day,  at  the  office 
of  the  Springfield  Union  to-day. 

There  is  no  reserve  in  this  great  gift,  no 
condition  or  trick.  Dr.  Frost  proposes  to 
prove  to  our  citizens  that  he  has  an  absolute 
cure  for  Rheumatism,  including  Sciatica, 
Lumbago  and  Gout  in  every  form,  and  to 
that  end  will  present  all  who  call  to-day,  a 
free  bottle  that  will  cure  any  recent  case  in 
from  one  to  two  days,  and  the  most  stubborn 
one  in  a  few  weeks. 

Throughout  New  England  and  the  East 
the  famous  physician's  remedies  have  almost 
wholly  superceded  all  other  systems  of 
medicine. 

If  you  have  been  called  "incurable"  don't 
fail  to  get  a  free  bottle — a  new  life  is  open 
to  you. 

After  to-day  no  more  free  bottles  are  to 
be  had,  but  the  specifics  can  be  obtained  of 
all  live  druggists,  at  25  cents  a  bottle. 

If  you  are  in  doubt  as  to  your  disease 
write  freely  to  Dr.  Frost,  Phoenix  Building, 
Springfield,  Mass.,  and  your  case  will  be 
thoroughly  diagnosed  free  of  all  charge,  and 
you  will  be  told  what  to  do,  so  you  can  go 
to  your  druggist,  and  thus  save  doctor  fees. 

Specimen  No.  54. 


MEDICAL   ADVERTISING. 


FROST  WINS 

Bridg:eport  with  his  Marvel= 
ous  Rheumatism  Cure. 


Free   Distribution   Ends  in   Success. 


Reports  from   sufferers  coming   in   indicate  an  over= 
whelming  Victory  against  Disease. 


A  CURE  ABSOLUTELY  GUARANTEED. 


Dr.  Frost's  Crusade  against  Rheumatism 
and  disease  generally  in  Bridgeport  has  begun 
in  earnest,  and  the  result  of  his  free  distribu- 
tion of  several  thousand  bottles,  will  soon  be 
known  as  reporters  are  busy  canvassing 
among  those  who  have  used  the  remedy. 

Not  a  single  sample  was  leftover  and  many 
were  glad  to  purchase  the  regular  size  bottles 
at  drug  stores.  No  better  evidence  can  be 
offered  in  support  of  the  claims  made  for 
Frost's  superiority  than  this.  Sufferers  who 
had  read  and  heard  about  the  restoration  of 
Rowland  Alford,  of  Providence,  from  the 
grave,  felt  at  last  that  a  sure  cure  for  rheuma- 
tism had  been  discovered,  and  there  appears 
to  be  scarcely  a  neighborhood  in  the  city 
where  these  little  pellets  have  not  worked 
wonders  within  the  past  few  days. 


FROST'S  GUARANTEE. 

Dr.  Frost  gnarantees  to  cure  rheumatism 
in  any  form.  If,  after  using  a  few  bottles  of 
Frost's  Rheumatism  Cure  (25  cents  at  all 
druggists),  improvement  does  not  begin, 
write  the  facts  of  the  case  and  a  special 
treatment  will  be  sent.  If  it  fails  your  money 
will  be  returned  cheerfully.  Frost  abso- 
lutely cures  over  95  per  cent,  of  all  known 
cases. 

Personal  letters  to  Dr.  Frost,  Fuller  block, 
Springfield,  Mass.,  will  receive  attention  and 
not  a  cent  asked. 

All  druggists  sell  Frost's  Remedies — one 
for  each  disease — at  25c  a  bottle  mostly. 
Trade  supplied  by  all  drug  jobbers.  Local 
druggists  supplied  by  F.  S.  Stevens  &  Co., 
315  Main  St. 


Specimen  No.  55. 


129 

to  make  the  introduction  about 
as  risky  a  proposition  as  could 
be  devised.  Once  successful- 
ly introduced,  however,  the 
liver  pill  or  laxative  is  a  money 
maker  because  so  much  is 
taken.  Its  quick  success 
though  is  practically  out  of 
the  question. 

I  remember  a  circum- 
stance of  several  years  ago 
that  will  serve  to  show  the 
public  indifference  as  to  a  new 
laxative.  A  skillful  advertiser 
of  this  kind  of  medicine  had 
run  a  page  ad.  in  the  New 
York  Sunday  Journal,  offer- 
ing free  samples.  The  display 
was  strong  and  the  text  about 
as  good  as  could  be  expected, 
so  no  criticism  was  really  in 
order. 

Some  talk  had  been  in- 
dulged in  as  to  the  pulling 
power  of  such  broadside  ad- 
vertising, and  a  well-known 
advertising     solicitor     volun- 


teered that  this  particular 
effort  must  have  secured  at  least  two  thousand  requests  for  free  samples.  I  suggested  that  two 
hundred  would  be  nearer  my  idea,  and  I  was  but  little  suprised  to  learn  that  less  than  a  hundred 
had  taken  advantage   of  the   offer. 

This  will  show  how  little  interest  there  is  about  a  remedy  intended  only  for  a  disorder  that 
is  not  associated  with  pain  or  real  suffering.  The  selling  effect  of  the  page  ad.  in  question 
naturally  could  not  be  measured  wholly  by  the  number  of  people  who  directly  answered  it,  for  the 
druggists  everywhere  carry  the  remedy,  but  it  only  goes  to  show  what  the  new  advertiser  would  be 
up  against  were  he  to  attempt  to  get  out  samples  for  trial,  and  not  have  the  co-operation  of  the 
trade  in  supplying  the  store  demand. 

How  to  Introduce  Locally. 

Several  years  ago  I  planned  a  campaign  for  a  homeopathic  remedy  business,  including  adver- 
tising, salesmanship,  etc.,  with  only  $500.00  for  trial  purposes,  and  never  before  or  since  has  there 
been  such  an  instantaneous  and  marvelous  success.  A  city  of  some  150,000  population  was 
selected  because  it  contained  three  drug  jobbers,  who  would  promptly  supply  the  retail  stores,  and 
because  $500.00  in  the  two  leading  daily  papers  would  go  just  as  far  as  $4000.00  or  $5000.00  in 
New  York  City. 

I  doubt  if  any  experienced  proprietary  remedy  man  in  the  country  would  have  admitted  in 
advance  that  a  campaign  with  such  a  beggarly  pittance  for  capital  could  possibly  win.  Surely  the 
whole  thing  seemed  preposterous — to  any  one  who  had  not  gained  a  certain  insight.  The  first  ad. 
appeared  on  Sunday,  Sept.  6,  1896,  and  occupied  350  lines,     This  was  a  general  announcement 


130 


POWELL'S    PRACTICAL   ADVERTISER. 


DR.  FROST'SiRAND  VICTORY. 

Sufferers  Testify  For  The  Celebrated 

Physician. 

RHEUMATISM  PUT  TO  FLIGHT  AND  AN  ERA  OF  GOOD 
HEALTH  INAUGURATED. 


Your    Neighbors   Gladly  Tell   the  Whole  World    the 

Truth  about  the  Most  Wonderful  Remedies 

Known  to  Science. 

Lowell  is  most  profoundly  grateful  for  the 
vast  amount  of  relief  she  has  experienced 
within  the  past  few  weeks  from  Dr.  Frost's 
Famous  Remedies.  There  is  not  a  street  in 
the  city  where  the  benefits  of  the  marvelous 
specifics  have  not  been  felt. 

1610  sufferers  from  rheumatism  have  rela- 
ted in  eloquent  terms  the  great  good  Dr. 
Frost's  Rheumatism  Cure  has  done  them. 
You  cannot  ignore  the  words  of  your  friends 
and  neighbors.  Talk  with  them  and  then 
hand  your  druggist  twenty-five  cents  for  a 
Frost  preparation  suited  to  your  disease. 
He  will  aho  give  you  a  Frost  book  telling 
you  how  to  get  well  the  quick  way. 


Have  local  testimonials  follow  here.  Di- 
vide single  column  matter  into  two  even 
columns,  taking  such  space  as  necessary. 


Ijocal  testimonials  go  in  blank  spaces  in 
this  and  next  cols.  See  copy  attached.  Set 
testimonials  in  Nonpareil  or  Minion  and  sub 
heads  in  Brevier  Gothic. 


No  matter  how  long  you  have  suffered  or  liow 
many  doctors  have  faiied,  Dr.  Frost's  remedit-s 
will  cure  you.  Ask  your  druggist  about  their 
unprecedented  record*  and  tiand  him  '250  for  a 
buttle  suited  to  your  disease;  also  ask  him  ftira 
Frost  Book  telling  how  to  get  well  quick. 

FROST'S  CATARRH  CUK?;  will  cure  any  form 
of  catarrh.  25c.  Use  Frost's  Balsam  Spray  in  con- 
iiL-cIion,  50c. 

FROST'S  COUGH  CURE  cures  acute  or  chronic 
cough,  hoarseness,  etc.,  25c. 

FRO.ST'S  liYSFEfSlA  CURE  works  wonders, 
gi\os  you  a  new  stomach;  cures  indigestion,  loss 
of  R|>i>L'iite.  dizziness,  etc..  25c. 

FROST'S  FEVER  CURE  should  be  at  hand 
at  all  iiours.  At  first  approacti  of  fevers, 
especially  in  children,  avoid  danger  by  its  prompt 
use.  '^fic. 

I''i:(  isT'S  HEADACHE  CURE  does  not  interfere 
wiih  the  heart's  action.  Cures  sick  and  nervous 
lieuilaehes.  hcadaelies  from  the  use  of  liquors 
and  chronic  headache.  25c. 

FROST'S  LIVER  CURE  banishes  shallow  com- 
plexion, jaundice  and  liver  complaints  gen- 
crallv.  '2.'»c. 

FKu.ST'S  KIDNEY  CURE  cures  when  all  other 
svstems  liave  failed.    25c. 

■  FROST'S  NERV(  U'S  DEBILITY  CURE  quickly 
calms  the  nervous  svstem  and  iiraccs  up  the 
patient;  no  nerve  roiiic  cpials  it.  'J5e, 

FROST'S  NO-LA-GRIPPE  cures  colds  and  grip 
and  prevents  pneumonia.  At  this  time  of  the 
year  your  life  may  depend  ou  having  it  handv, 
2ac. 

FROST'S  RHEUMATISM  CURE  Is  celebrated 
the  worlcl  over.  It  is  t lie  "miracle  worker  "  and 
has  astonished  thousands.  25c. 

If  you  arc  in  duulil  as  to  your  disease  write 
freely  to  Dr.  Fro.^^l.  Pluenix  Building,  Springfield. 
Mass..  and  your  ease  will  he  correctly  dia.;iiosed 
free  of  charge,  and  you  will  he  told*  what  to  do, 
so  you  can  go  to  your  druggist  and  thus  save 
doctors'  fees. 


and  free  sample  offer,  which 
resulted  in  about  two  hundred 
people  calling  at  one  of  the 
newspaper  offices,  where  the 
public  distribution  took  place 
on  the  following  Monday. 
The  name  and  address  of 
each  caller  was  taken  and 
three  or  four  days  later  a 
young  man  at  $8.00  per  week 
called  at  the  homes  to  ascer- 
tain results  and  secure  testi- 
monials and  photographs, 
which  was  no  trick  at  all. 
Although  thirty-eight  reme- 
dies in  pellet  form  were  sold 
and  described  in  a  16-page 
booklet  which  was  distributed 
at  the  doors  a  few  days  after 
the  advertising  had  begun 
to  wake  up  the  city,  yet  only 
the  Rheumatism  cure  was 
sampled  and  boomed,  because 
it  is  fatal  to  attempt  the  ex- 
ploitation of  more  than  one 
thing  at  a  time.  The  repu- 
tation of  curing  hopeless  crip- 
ples is  sufficient  to  also  sell 
the  other  remedies.  The 
first  ad.  I  do  not  reproduce 
because  I  afterwards  discov- 
ered that  about  the  spme 
space  divided  into  three  sep- 
arate ads.,  and  appearing  two 
days  before  and  on  the  day  of 
distribution  would  get  out 
about  three  times  as  many 
samples  and  create  far  greater 
interest.  Specimens  Nos. 
52,  53  and  54  are  the  ones 
finally  used  for  first  ads.  in 
all  new  places. 

The  advertising  schedule 
followed  was  as  follows  in  the 
leading  paper: 
Sept.     6     .     .     .      350  lines. 


Specimen  No.  56. 


8      .      . 

82 

10     .     . 

•      144 

13      •     • 

91 

MEDICAL   ADVERTISING. 


131 


DARTIN6,SH00TING  PAINS.     AFRAID  SHE  WOULD  DIE.      ANOTHER  FROST  VICTORY 


Banished  by  the  Great  Physician. 

Mrs.  Eliiabeth  Robertson,  at  the  Home 
for  Aged  Couples,  corner  of  Walnut  Av. 
and  Seaver  St.,  Roxbuty,  Boston,  Mass., 
says : — 

"  For  over  seven  years  I  have  been 
troubled  with  pains  and  stiffness  in  my 
right  tliigh  and  knee.  After  1  had  been 
sitting  down  for  a  while  I  could  not  walk, 
my  leg  would  not  hold  me.  For  years  I 
could  not  stoop  down  at  all,  or  walk  up- 
stairs without  the  aid  of  the  balusters. 


MRS.    ELIEAPETH   ROBERTSON. 

"  At  times  pains  would  dart  into  my 
shovdder  like  sword  thrusts,  and  it  seemed 
as  if  I  could  not  endure  them.  I  have  tried 
numerous  patent  remedies  without  relief. 
I  secured  a  sample  bottle  of  Dr.  Frost's 
Klieum.-itism  Cure,  and,  before  all  of  it  was 
taken,  I  was  greatly  relieved.  I  can  now 
go  up  and  down  stairs  easily,  and  feel  more 
active  than  I  have  for  years.". 

Ask  your  druggist  for  Frost's  Remedies, 
25c.  a  bottle  mostly,  and  accept  no  substi- 
tute. No  matter  how  many  doctors  have 
failed.  Dr.  Frosf  has  a  specific  that  will  cure. 

At  Dr.  Frost's  offices,  Pho2ni.\  liuilcling, 
Springfield,  Mass.,  a  corps  of  the  world's 
greatest  specialists  will  thoroughly  diagnose 
your  case  absolutely  free  of  charge. 

Specimen  No.  57 


Given  New  Life  By  Dr.   Frost's  Fam- 
ous Remedies. 

Mrs.  A.  E.  Ball,  in  Church  St.,  Middle- 
town,  Conn.,  says  : — 

"  My  little  daughter,  Bessie,  twelve  years 
old,  has  been  a  terrible  sufferer  from  rheu- 
matism every  winter  for  four  years.  This 
necessitated  confinement,  which  was  telling 
on  her  general  health,  and  we  feared  she 
would  not  live  long.  The  pains  started  as 
usual  with  the  first  cold  weather.  We  tried 
doctors  without  relief.  I  then  secured  a 
bottle  of  Dr.  Frost's  Rheumatism  Cure, 
and  before  half  of  it  was  taken,  the  little" 
girl  was  able  to  run  about  and  play.  The 
swelling  has  entirely  left  her  joints  and  she 
acts  like  a  different  child.  I  earnestly 
recommend  Dr.  Frost's  Rheumatism  Cure 
to  all  sufferers.  I  think  it  was  a  godsend 
to  my  daughter." 


MISS   BESSIE  C.   BALL. 

Ask  your  druggist  for  Dr.  Frost's  Reme- 
dies, 25c.  a'  bottle,  generally.  Separate 
remedy  for  all  diseases. 

At  Dr.  Frost's  offices.  Phoenix  Building, 
Springfield,  Mass.,  your  disease  will  be  posi- 
tively cured  by  the  greatest  living  special- 
ists. If  you  cannot  call  for  free  exatnination, 
write  freely. 

Specimen  No.  58. 


Haverhill,  Mass.,  Medical  Circles  As- 
tonished at  a  Home  Miracle. 

Mr.  Geo.  W,  Hall,  140  Main  St.,  Haver- 
hill, Mass.,  a  G.  A.  R.  member,  and  well 
known  throughout  New  England,  says  : 

"  For  thirty-two  years  I  have  endured  the 
awful  agonies  of  rheumatism,  contracted  in 
the  army.  Seven  times  I  have  had  rheu- 
matic fever.  There  has  been  a  sore  spot 
constantly  on  my  knee  as  big'as  a  silver  dol- 
lar, and  I  have  only  been  able  lo  get  around 
by  casing  the  knee  in  a  rubber  cap. 


GliO.    W.    HALL. 

"  If  anything  touched  my  knee  I  would 
scream.  Hundreds  of  dollars  went  to  doc- 
tors without,  relief,  and  I  lunr;  since  aban- 
doned hope.  Hearing  how  Dr.  Frost's 
Rheumatism  Cure  rescued  Rowland  Alford 
of  Providence,  R.  I.,  from  the  grave,  I  be- 
gan to  use  the  remedy  myself,  and  to-day  I 
am  as  well  as  I  was  forty  years  ago — pains, 
swelling,  and  band.iges  have  all  gone.  Dr. 
Frost's  Remedies  are  wonderful,  and  my  re- 
covery is  almost  a  miracle." 

At  Dr.  Frost's  offices, -Phoenix  Building,' 
Springfield,  Mass.,  the  greatest  living  medi- 
cal specialists  will  examine  your  case,  either 
in  |)erson  or  by  mail,  and  give  cofnplete 
medical  advice  without  charge. 

Specimen  No.  59. 


Sept. 

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428     " 

91      " 


The  other  daily  had  practically  the  same  copy  on  the  days  it  didn't  appear  in  the  leader,  save 
that  the  756  line  ad.  appeared  in  the  latter  only.  In  three  weeks  the  net  sales  were  over  1 1700.00 
at  an  advertising  expense  of  a  trifle  less  than  $400.00.  The  city  was  won,  and  the  largest  retailers  will- 
ingly testified  that  they  had  never  before  had  such  a  big  demand  for  any  one  concern's  preparations. 

While  waiting  for  the  samples  to  produce   testimonials, 
the  smaller  ads.  were  run  to  keep  up  interest.      One  ad.  at  a       •^' 
time  was  inserted  in   the  name  of  the  jobbers  as  a  sort  of 

announcement  that  each   had  finally  succeeded  in  securing  a       I    .^^Hlj/iav—     -■ 

stock  of  the  famous  remedies  sufficiently  large  to  promptly  J  ^M^tHl^"^^  KHEUMATIC  J 
supply  the  retail  trade.  Of  course,  this  was  only  to  influence  j  \^M,%::;i.^B.QQ[iy^..Qp,  \ 
the  consumer,  as  the  trade  knew  perfectly  well  that  they  could  L.^!^.H^H:"iL».*.».Li!*li.^^,.l 
get  all  they  wanted  of  their  wholesaler.  Specimen  No.  60. 


If  In  doubt  Hi  lo  your 
lilsf*"*.  »rltf  frfelj  to 
Dr  Siclft.  Monsdnoek 
Building,  Ohloeo.  .No 
chsrse  for  complete  ei- 
atnlnatlon. 


132 


POWELL'S    PRACTICAL  ADVERTISER. 


rree  DistribatioD 

100,000  Bottles  of  the  Famoas  Rbeomatic  Care. 

Dr.  Swift's  Wonderful  Record  of  75,000  Cures.    Hopeless 
Cripples,  Doctors,  Nurses  and  Hospitals  Testify. 

CRUTCHES,  CANES,  ACHES   AND   PAINS   BANISHED   FOREVER.     SCIENCE 
TRIUMPHS   OVER   DISEASE. 


New   Hethods  That  Revolutionize  fledical  Practice.     Send  for  Free  Bottle  Before  Too 
Late — ^Ttie  Cure  is  Certain  and  Quick. 


The  free  distribution  of  loo.ooo  bottles  of  Dr. 
Swifts  famous  Rheumatic  and  Gout  Cure  is  restoriog 
thousands  in  every  State. 

Over  75.OO0  absolute  cures  have  already  been 
recorded,  and  new  evidence  multiplies  daily.  Bed- 
ridden sufferers  are  being  restored  to  new  life  and 
activity,  and  twisted,  swollen  limbs  are  giviog  way 
to  perfect  health. 

Ever)'  form  of  rheumatism  and  gout  is  mastered — 
muscular,  sciatic  inflammatory,  gouty — and  neural- 
gia in  any  part  of  the  body 

No  matter  how  long  you  have  suffered,  no  matter 
how  many  physicians  have  declared  you  incurable. 
Dr.  Swift  will  cure  you,  if  a  cure  is  possible. 

His  marvelous  nsw  discovery  leaves  no  phase  of 
rheumatism  uncured,  and  it  is  made  so  pleasant  by 
scientific  blendmg  that  it  does  not  upset  the  most 
delicate  stomach — does  not  fill  the  system  with  debili- 
tating drugs. 

The  sale  after  free  bottles  are  sent  is  marvelous. " 
One  bottle  to  Hecla,  Mont-,  only  200  population,  sold 
thirty.  The  sale  in  New  York  and  Chicago  is  piling 
up  at  rate  of  60.000  bottles  annually. 

H  M  Webster.  Maquoketa,  Is.,  &ay9;  "I  began  takiag  Dr. 
Swift's  Rheumatic  and  Gout  Cure  this  morning,  and  was  sar- 
pris^d  at  the  improvement  after  only  three  doses.  It  was 
wonderful." 

Cha&  E  Sindorf.aai  Painter  street. Greensburg,  Pa.,  writes: 
"  I  got  Immedwte  relief  from  ibe  free  bottle  alter  all  other 
treatments  luid  failed." 


Dr.  T.  N.  Watts,  Alma,  lian  ,  writes  'I  bad  the  opnortuc- 
ity  to  witness  the  effect  of  Dr.  Swift's  Rheumatic  and  (.out 
Cure  in  a  bad  case  of  rheumatism,  and  it  was  very  efficient  I 
have  on  hand  a  tiad  case  of  inflammatory  rheumatism  which 
the  usual  remedies  fail  to  subdue.     Please  send  me  j  tKiitlee.  " 

H,  K  Hall,  Bloomingdale.  N  J  .  writes  :  -  Every  sufferer  I 
have  sold  Dr  Swift's  Rheumatic  and  Gout  Cure  to  is  geltiog 
well,  I  have  sold  other  rheumatic  remedies,  but  Dr  Swift^ 
Is  the  only  one  that  really  cures.  Send  me  aDother  dozen  as 
soon  as  possible." 

These  are  but  sample  cases  of  hundreds  constantly 
coming  in  chiefly  from  the  use  of  the  free  bottles  alone. 
Manyare  completely  cured  in  a  few  days.  Thousands 
are  writing  their  friends,  urging  them  to  send  before 
too  late. 

By  thiS'  free  distribution  Dr.  Swift  will  derponstrate 
that  he  has  discovered  an  absolute  cure  for  the  worst 
cases  of  rheumatism,  which  are  to-dav  baffling  doctors 
and  hospitals  alike.  These  free  bottles  contain  full  25 
dQs,es  instead  of  the  two  or  three  do^es  sent  out  by 
imitators,  and  will  be  mailed  free  on  requesL 

Address  DR.  A.  B.  SWIFT, 

150  Temple  Court,  IVew  York. 


Publisher's  Note— Dr.  Swift's  free  offer  Is  gen- 
uine, and  we  advise  our  subscribers  to  accept  it. 
None  will  be  disappointed. 


Specimen  No.  61  (Original  size,  9^  x  T/s  or  416  lines). 

Specimen  No.  55  appeared  on  the  Wednesday  following  the  Monday  free  distribution,  and 
occupied  144  lines.  Specimen  No.  56  originally  took  about  175  lines  double  column,  although 
its  actual  size  in  any  place  depended  on  how  many  good  testimonials  could  be  procured  early. 
When  these  important  trade  bringers  with  photographs  were  ready  they  formed  the  keynote  of 
every  new  ad. 

Of  course,  every  boom  must  come  to  a  close,  after  which  smaller  ads.  must  rule.  Specimens 
Nos.  57,  58  and  59  are  from  a  series  of  a  dozen  or  more,  and  they  appeared  e.  o.  d.  for  the  next 
few  months.  The  net  sales  the  month  following  were  about  I500.00  at  an  advertising  expense  of 
about  I200.00,  which  proved  that  the  trade  had  not  been  overstocked,  and  this  average  continued 
with  more  or  less  regularity  thereafter.  Other  places,  too,  responded  with  about  the  same  results 
as  the  first  one,  and  the  only  handicap  was  a  lack  of  proper  rating  with  mercantile  agencies,  there- 
by preventing  in  many  instances  the  sale  of  unusually  large  bills  of  goods. 

An  important  fact  right  here :  the  retail  druggist  is  an  enemy  until  he  has  been  obliged  to 
stock  up  your  goods  to  supply  the  demand,  and  until  this  is  large  enough  to  warrant,  he  will  not 
buy,  but,  instead,  will  try  to  sell  the  nearest  thing  in  stock.  As  a  matter  of  fact  every  druggist 
has  been  stuck  at  one  time  or  another  with  a  few  bottles  of  various  remedies  that  didn't  sell,  and 
he  would  not  be  human  if  he  didn't  try  and  get  them  off  his  hands,  and  at  the  same  time  oppose 
the  introduction  of  new  remedies.  The  druggist  can  explain  why  he  doesn't  carry  a  given 
medicine  —  to  a  limited  demand.  He  dare  not,  however,  continue  these  tactics  in  face  of  a 
large  call. 


MEDICAL    ADVERTISING. 


133 


The  Value  of  Testimonials. 

A  free  sample  proposition  locally  made  can  be  about  as 
strong  without  testimonials  as  with,  but  the  hammering  effect 
of  large  ads.  will  be  badly  weakened  unless  testimonials  of  local 
people,  with  a  fair  number  of  photos,  are  incorporated.  Good, 
strong  scare  head  display,  plus  good  testimonials  will  alone 
sell  medicines,  and  in  small  ads.  very  little  text  matter  need  be 
employed.     Even  a  fake  testimonial  may  be  better  than  none. 

One  A^ent  in  a  Place. 

More  small  druggists  have  been  stocked  up  by  this  plan 
than  through  all  others  combined.  The  representative  of  a 
medical  firm  calls  and  agrees  to  appoint  druggist  Smith  as  sole 
agent  for  Jones'  Dyspepsia  Cure  in  Podunk,  and  to  put  his 
name  at  bottom  of  every  ad.  in  the  local  weekly — say  a  three 
to  six  inch  space.  All  that  is  required  is  an  order  for  the  rem- 
edy amounting  to  $15  to  I25,  or  more,  as  the  case  may  be. 
The  advertising  will  usually  cost  from  $5  to  $12  in  a  weekly 
of  1000  circulation,  and  thus  the  medicine  manufacturer  has  a 
sure  thing,  and  the  druggist — generally  his  stock  of  goods  at 
the  end  of  the  year,  with  additional  wonderment  as  to  why  the 
medicine  doesn't  sell. 

The  trouble  is  twofold:  first,  local  weekly  paper  advertis- 
ing seldom  succeeds  in  introducing  free  samples,  and  home 
testimonials  are  rarely  or  never  found  :  second,  limited  circula- 
tion makes  the  rate  too  often  prohibitive.  For  example,  if  a 
three  inch,  or  42-line  ad.  in  a  country  weekly  costs  say  $10 
a  year  for  52  insertions,  on  a  one-thousand  circulation  basis, 
and  a  daily  paper  of  40,000  circulation  charges  say  five  cents 
a  line  or  $109.20  for  52  insertions,  it  follows  that  the  weekly 
paper  is  nearly  four  times  as  expensive. 

If  a  town  does  not  support  a  daily  the  best  results  will  be 
display  ads.,  coupled  with  a  thorough  distribution  of  literature 


FREE 

Distribution   of    100,000 
Bottles  of  the 

FAMOUS  RHEimTIC  REMEDY. 


DR 


SWIFT  CURING  THOUSANDS 
IN  EVERY  STATE. 


Read  What  Sufferers  Say,  Then  Send 

for  a  Free  Bottle  Before  the  Dis= 

tribution  Closes. 


The  free  distribution  of  100,000  bottles  ot  Dr. 
Swift's  Famous  Rlieunmtic  and  Gout  Cure  is 
worltiug  miracles  everywhere. 

No  form  of  rheumatism  can  lone  withstand  the 
great  i>owers  of  the  specific  which  is  astonishing 
doctors  and  patients. 

No  matter  liow  long  you  have  suffered,  Dr.  Swift 
will  cure  you  if  a  cure  is  possible. 

T.  M.  Browning,  Palestine,  111.,  writes:  "Dr. 
Suiffs  Rheumatic  and  Gout  Cure  has  cured  me  and 
1  luu  a  walking  ndvertisement  for  your  treatment. 
I  want  to  act  as  ugeiit  for  this  wonderful  cnie." 

A.  Hnck.  Victor,  111.,  writes:  "Three  large  bottles 
of  Dr.  Swift's  Kheumatic  and  Gout  Cure,  cured  me 
of  muscular  rheumatism  which  aftiicted  me  for 
years.  I  gladly  recommend  it  to  my  friends,  and 
we  all  consider  it  '  God's  blessint'.'  " 

These  are  but  sample  cases  of  hundreds  constant- 
ly coming  in  Irom  all  parts  of  the  ccmntry.  In 
many  cases  complete  cures  are  obtained  in  a  few 
days,  and  the  best  )>roof  of  the  superiority  of  lir. 
Sw'iffs  Rheumatic  and  Gout  Cure  over  all  others 
Is  the  fact  that  those  who  have  received  free  bot- 
tles are  writing  their  friends,  urging  them  to  send 
before  loo  late.  ,    , 

Hv  this  distribution  Dr.  Swift  will  demonstrate 
to  a' certainty  that  he  has  discovered  an  absolute 
cure  for  the  worst  cases  of  rheumatism  which  are 
todav  baffling  doctors  and  hospitals  alike.  If  you 
Wiint'a  book  of  testimonials,  it  will  be  mailed  on 
recinest;  but  don't  fail  to  write  at  once  for  one  of 
the  free  bottles.  Tbev  contain  full  twenty-five 
do.ses,  instead  of  the  usual  three  or  four  doses  sent 
out  tjv  imitators,  and  will  be  mailed  free  upon 
request  by  mentioni.ig  Cheerful  M(mients. 

Address  Dr.  Swift, 118  Swift  Building,  New  \ork. 

RKGULAR  PRICES-81.00  a  bottle  ;  three  bottles 
$2.60—11  month's  treatment.  Guaranteed  to  cure  or 
money  refunded. 

AGENTS  WANTED  in  every  town. 

Specimen  No.  62. 


from  local  reading  notices  and  small 
to  the  houses,  and  this  seldom  fails. 


Distribution  of  Samples. 

The  best  method  is  to  give  out  samples  from  a  newspaper  office.  This  secures  a  sort  of  en- 
dorsement and  avoids  local  jealousy  among  druggists.  Places  large  enough  to  support  dailies 
will  give  better  results  through  a  general  selling  in  all  drug  stores  than  by  the  appointment  of  one 
agent.  Samples  of  medicine  should  never  be  left  on  door  steps,  as  it  shakes  confidence  and  is 
wasteful.  It  is  estimated  that  nearly  one  in  ten  suffers  from  rheumatism  and  that  even  a  greater 
percentage  have  kidney  and  kindred  ailments,  which  at  best  means  that  indiscriminate  sampling 
is  wasteful  and  not  likely  to  create  a  proper  trial. 

And  no  matter  how  efficacious,  the  local  testimonial  is  all-important,  hence  the  necessity  of 
taking  the  names  and  addresses  from  the  place  of  distribution. 

Store  Hangers,  Cards  and  Window  Display. 

While  the  boom  is  on,  window  displays  are  useful,  which  may  be  arranged  for  as  a  rule  with- 
out cost.  The  enterprising  druggist  usually  realizes  that  it  is  to  his  advantage  to  strike  while  the 
iron  is  hot,  and  that  a  window  tastefully  arranged  draws  trade.      Certain  folding  box  manufacturers 


134  POWELL'S    PRACTICAL    ADVERTISER. 

make  giant  size  cartons  for  this  purpose,  notably  the  National  Folding  Box  Co.,  New  Haven,  Ct., 
and  Robert  Gair,  Brooklyn.  Signs  and  Novelties  are  made  by  the  Meek  &  Beach  Co.,  Coshocton, 
O.,  and  the  leading  drug  trade  publications  advertise  other  manufacturers. 

The  most  successful  proprietary  houses,  however,  rely  chiefly  on  newspaper  advertising,  and 
do  not  spend  much  for  a  lavish  display  of  hangers  or  novelties. 

Scare  vs.  Proof  in  Advertisements. 

One  way  is  to  write  medical  copy  so  that  people  will  imagine  they  have  some  disorder  that 
the  advertised  remedy  cures  ;  the  other  way  is  to  appeal  to  those  who  realize  their  trouble. 

Kidney  remedies  usually  find  the  mention  of  symptoms  a  stimulant  to  sales,  because  so  many 
have  reason  to  be  frightened  at  the  very  mention  of  this  dread  disease. 

Then,  too,  it  is  harder  to  diagnose  it  than  the  case  of  rheumatism.  "Spots  before  the  eyes" 
do  accompany  certain  dangerous  kidney  troubles,  and  yet  this  symptom  may  be  due  to  some  other 
minor  trouble,  and  the  advertised  remedy  will  do  no  harm  if  no  good.  But  there  is  no  mistaking 
rheumatism,  which  renders  the  symptom  scare  unnecessary. 

No  matter  what  the  remedy  may  be,  however,  the  cheery  ad.  that  looks  mostly  on  the  bright 
side  of  life  and  gives  a  variety  of  testimonials  to  prove  the  worth  of  the  "great  discovery  "  will  sell 
the  most  goods.  When  I  point  out  that  the  Frost  campaign  I  prepared  was  in  accordance  with 
this  idea  of  new  health  for  everybody,  it  will  be  seen  that  a  popular  chord  was  struck  to  produce 
such  immediate  results.  In  one  city  of  100,000  population,  one  retailer  sold  over  2000  bottles 
within  the  first  sixty  days. 

I  should  have  added  before,  that  every  person  who  suffers  from  "  darting,  shooting  pains  "  is 
likely  to  be  attracted  by  display  lines  that  bring  back  the  realization  of  his  or  her  agony,  and  that 
a  sale  is  likely  to  result  from  sensible  text  and  neighbor's  testimony,  and  in  connection  I  want  to 
say  that  there  never  was  a  greater  error  than  the  supposition  that  a  good  medical  testimonial  must 
be  bought. 

Our  nature  praises  the  things  that  add  to  the  sum  of  human  joy,  and  under  proper  guidance 
we  will  say  a  good  word  for  even  a  patent  medicine  that  makes  us  glad  we  are  alive.  Do  not 
forget  that  whether  good  or  bad,  a  remedy  is  a  wonderful  discovery  or  a  base  fake  according  to 
its  effect  on  the  individual.  I  once  knew  of  a  state  legislator  who  thought  he  was  helped  by  plain 
sugar  pills,  although  he  thought  it  real  medicine.  A  good  remedy  was  merely  trying  to  win  the 
greatest  number  of  cures  and  its  manufacturers  got  up  a  "side  show"  in  shape  of  an  alleged  cure 
by  a  supposed  competitor,  simply  to  publish  an  ad.  showing  the  record.  Over  fifty  took  the  plain 
pills  and  thought  they  were  benefited.  I  do  not,  of  course,  approve  of  such  measures,  but  the 
startling  facts  just  recited  show  possibilities.  No  lasting,  permanent  good  can  result  from  a 
worthless  remedy. 

Selling  by  Mail. 

The  same  general  conditions  that  make  a  remedy  successful  locally,  also  apply  in  mail  order 
advertising;  viz,  free  distribution  of  samples,  and  testimonials. 

You  must  get  out  samples,  and  have  a  remedy  good  enough  to  secure  at  least  one  treatment 
order  in  five,  where  from  $2  to  $5  is  required  from  each. 

Inquiries  should  not  cost  over  50  cents  each  even  on  a  ^5  proposition,  because  repeat  orders 
are  practically  out  of  the  question,  and  until  a  remedy  has  been  advertised  in  mail  order  papers  for 
a  long  time,  it  will  not  be  likely  to  get  into  drug  stores,  and  thus  the  selling  qualities  of  any  ad. 
must  be  judged  solely  by  the  number  of  inquiries  or  samples  requested. 

Specimen  61  brought  in  one  paper  over  600  answers  at  a  cost  of  about  f  100  and  the  average 
in  all  papers  was  at  about  25  cents  per  inquiry.  No.  62,  also  a  mail  order  ad,,  cost  about  the 
same  per  inquiry,  which  shows  that  it  pays  to  run  space  to  the  limit  to  secure  as  many  sample 


MEDICAL   ADVERTISING.  135 

requests  as  possible.  In  the  beginning,  nothing  larger  than  No.  62  is  advisable,  and  on  the  other 
hand  a  smaller  ad.  is  not  likely  to  fully  prove  possibilities.  If  this  prominently  displayed  FREE 
effort  fails  to  secure  inquiries  in  any  medium  it  is  certain  that  the  publication  is  a  poor  proposition. 
Specimen  No.  60  is  given  to  show  a  catchy  effect,  and  to  supply  an  example  of  what  to  avoid 
in  mail  order  advertising.  It  would  answer  fairly  well  in  a  local  weekly  as  a  sort  of  aid  to  the 
druggist,  but  it  would  be  a  failure  as  an  inducer  of  inquiries.  Even  the  pleasing  design  if  enlarged 
to  double  column  size  would  be  vastly  inferior,  space  for  space,  to  a  type  ad.  like  No.  56,  etc. 

Securing  Agents  by  Circular. 

As  I  have  said,  direct  advertising  for  medical  agents  is  generally  too  costly  to  be  profitable, 
and  this  makes  the  rental  of  other  advertisers'  letters  of  inquiry  the  chief  reliance.  By  mailing 
circulars  to  thousands  who  have  written  letters  regarding  other  agencies  it  is  possible  to  interest  a 
profitable  percentage  and  secure  their  services.  A  limited  bill  of  goods  should  be  sold  on  credit 
if  possible  because  the  lack  of  periodical  advertising  deprives  even  the  largest  concern  of  more  or 
less  reputation.  Besides  more  will  take  hold  if  allowed  to  pay  as  sales  are  made.  Discounts  to 
agents  should  be  larger  than  to  the  drug  trade,  because  they  are  obliged  to  canvass  and  force  every 
sale,  and  also  because  40  per  cent,  and  50  per  cent,  seem  to  be  the  standard  concessions. 

Probably  the  best  arrangement  consists  of  a  40  per  cent,  discount,  with  an  additional  10  per 
cent,  for  cash  with  order.  Rather  than  allow  50  per  cent,  and  60  per  cent.,  offer  a  good  assort- 
ment of  premiums  to  be  given  absolutely  free  when  certain  amounts  have  been  paid. 

For  example,  $13  worth  of  remedies  at  40  per  cent,  off  is  $7.80  net.  Now  when  this  has 
been  received  give  as  a  bonus  a  watch  costing  50c.  up,  or  a  I1.50  fountain  pen  of  standard  make 
that  can  be  bought  for  a  third.  Thus  the  proposition  appears  far  better  than  a  straight  50  per 
cent,  discount.  Women  will  canvass  to  make  a  few  dollars  and  at  the  same  time  earn  a  bonus  of 
dishes,  sewing  machines,  etc.,  all  of  which  can  be  purchased  at  lowest  wholesale  figures. 

Where  a  line  of  remedies  is  sold  through  country  agents  on  this  plan,  sales  will  also  result  in 
many  unexpected  ways.  People  will  often  buy  assortments  for  their  own  consumption,  if  such 
every-day  preparations  as  cold,  dyspepsia,  cough,  worm,  and  similar  cures  are  included.  But  the 
most  gratifying  of  all  is  the  fact  that  after  the  remedies  have  been  on  the  market  for  say  ten  or 
fifteen  years,  and  thousands  of  agents  have  sold  them,  a  drug  store  demand  is  sure  to  assume 
respectable  proportions.  One  preparation  for  summer  complaints  thus  enjoys  an  annual  store  sale 
exceeding  ^50,000  net,  and  all  because  of  the  demand  created  by  agents'  introduction. 

This  "slop  over"  sale  goes  through  one  New  York  jobber,  although  unknown  to  the  same 
agents  who  have  created  it.  Were  this  medicine  house  to  advertise  in  publications  to  help  drug- 
gists it  would  lose  most  of  its  agents,  who  will   not  sell  anything  known  to  be  carried  by  dealers. 

I  recall  in  this  connection  the  peculiar  result  of  an  advertising  campaign  by  a  large  medical 
house  that  wanted  to  get  a  slice  of  the  sales  through  retail  druggists,  although  it  had  never  done 
business  with  consumers  save  by  local  country  agents. 

Accordingly  several  thousand  dollars  were  spent  in  daily  and  weekly  paper  advertising  in  one 
or  two  states  as  a  sort  of  starter,  and  at  the  end  of  a  year  the  most  amazing  results  were  recorded 
— the  total  business  in  this  advertised  section  was  much  less  than  during  any  previous  year  with- 
out advertising.  An  account  of  the  campaign  was  published  in  Printer's  Ink  and  other  advertising 
journals,  and  I  was  highly  amused  at  the  "  explanations  "  offered  by  numerous  ad.  writers  and 
agents,  who  for  the  most  part  were  certain  that  the  copy  was  bad,  and  that  they  could  have 
avoided  the  disaster  by  originating  more  "Striking"  designs,  more  aggressive  salesmanship,  etc.,  etc. 

The  president  of  the  company — a  very  successful  man  in  his  particular  way — offered  no 
excuse,  because  he  admitted  that  he  didn't  know  what  the  trouble  really  was.  Later,  he  consulted 
me  about  his  regular  work  and  when  I  suggested  that  this  newspaper  campaign  made  most  of  his 
old  agents  mad,  and  at  the  same  time  was  too  inefficient  to  secure  drug  store  business,  he  agreed 
that  the  shrinkage  of  the  total  business  was  plain. 


Trade   Publication 
Advertising 

A  Talk  on  the  Planning  of  Ads.   Intended   to   Interest  the 
Trade;  the  Importance  of  Illustrating  Selling  Points,  Etc. 


The  average  advertisement  found  in  trade  publications  is  about  as  shiftless  an  effort  as  can  be 
unearthed,  although  advertisers  are  beginning  to  appreciate  the  fact  that  it  is  mighty  poor  judg- 
ment to  pay  out  hundreds  or  thousands  of  dollars  for  space  that  is  filled  with  a  mere  business  card 
or  weak  text  to  be  changed  only  two  or  three  times  a  year,  or  less. 

The  first  thing  to  understand  in  the  preparation  of  a  hard-hitting  trade  ad.  is  that  agents  and 
dealers  are  busy  people  as  a  rule,  and  to  engage  their  attention  and  hold  it  there  must  be  plenty 
of  catchy  illustrations.  If  a  series  of  clever  ads.,  each  highly  entertaining  and  somewhat 
educational,  are  run  in  large  space  it  is  possible  to  create  a  steady  class  of  readers  without  the  use 
of  special  designs  and  illustrations,  but  this  demands  the  very  highest  skill  in  text  writing,  which 
makes  it  risky  for  the  average  ad.  writer,  who  would  better  employ  the  surer  method. 

More  than  that,  the  catchy  illustration  in  combination  with  catchy  text  matter  is  undoubtedly 
more  effective  than  the  plain  type  effort. 

The  trade  will  get  in  the  habit  of  looking  for  ads.  that  are  uniformly  good,  and  it  certainly  pays 
to  invest  a  few  dollars  for  drawings  and  engravings — the  dividend  will  be  enormous  in  comparison. 

Trade  publication  advertising  permits  m£aa(iBa(iB(£B(iBli^ 
the  use  of  novel  or  humorous  illustrative  ^EV  WP  W  VP  VP  WP  '■bV  'iW  WV 
schemes  that  might  be  undignified  in  maga- 
zines. Anything  having  a  cheap,  slangy 
flavor,  however,  should  be  carefully  avoided. 


Back  from  the  Races. 


'ff  ^iU^**'td' 


^^"fj-^^x^:^ 


^ 
(^ 


trvlnston  -  Mllbum, 

The  great  race  o(  the  East,  competed  lor  by  machines  of  dll  the  principal  makes. 
May  JO,  The  taslesi  linic  was  made  on  a  Victor  by  A.  W.  Porter  of  Boston,  on  a 
re^lar  road  machine,  who  won  the  TiMF.  Prize  and  also  ihe  Soi,ip  Tike  Pbi.-k 
The  priie  for  fastest  time  on  a  cushion  tire  was  won  by  A.  P.  Ctaig  on  a  Victor 
Theiasiest  time  on  a  S.ilcty  Bicycle  was  made  by  Charles  E,  Kluge  on  a  Viclnr. 
Model  B.  with  cushion  tires     The  Victor  took  all  tbc  Tih£  Prices  where  entered. 

The  Pullman  Road  Race 

At  Chicago.  Nfay  jo,  bad  213  entries.  The  fastest  lime  on  a  solid  lire  bicycle 
-was  made  by  Terry  Andrae  on  a^Victor  in  jjm.  1 2s.,  thus  winning  the  TmK  Pxuk. 

The   Pacific  Coast  Race 

At  Oakland.  Cal,,  May  30,  waJ  won  by  (our  Model  B  Victors,  Ukinj;  >he  hrst 
four  prizes  and  beating  the  Pact6c  Coast  lime  record. 

41   Ix>ulBvllle.  Ky.» 

Last  week  T.  E.  Jeflcris  on  a  Model  B  Victor  won  the  j-inile  road  race  from 
eleven  competitors.  Another  Model  D  took  second  place.  These  two  Victors 
Were  the  only  ones  ctitcred,  and  succeeded  in  beating  out  two  pneumatics. 


m 


Moral: 

'Victors  Make  the  Pace.* 


iii 


OVERMAN  WHEEL  CO. 


WASMINOTON. 


SAN  FRANCISCO. 


fi 


Specimen  No.  63. 


mmmmm 

Specimen  No.  64. 


ifi 


136 


TRADE    PUBLICATION   ADVERTISING. 


13^ 


Put  Your 
Advertisement 
In  the  Greatest 
Of  all  Agricultural 
Publications==- 


and 


The  trade  ad.  can  take  more  liber- 
ties than  the  announcement  designed  for 
general  magazines  or  regular  national  pub- 
lications. For  example,  Specimen  No. 
6j  originally  occupied  about  6x7  inches, 
and  it  may  be  well  to  add  that  the  testi- 
monial was  in  a  letter  instead  of  on  a 
postal,  and  I  had  invented  the  idea  be- 
fore its  arrival.  Of  course,  the  wheel 
paper  readers  appreciated  this  sort  of 
advertising,  but  for  general  publications 
the  effort  needs  more  detail,  such  as  in- 
troductory talk,  catalog  mention,  etc. 

Specimen  No.  64  shows  the  first 
border  ever  made  up  from  the  product 
itself — the  cushion  tire — and  the  whole 
ad.  is  a  good  example  for  trade  paper 
interest.  Specimens  No.  67  and  68  flir- 
ther  show  how  ingenuity  can  be  employed 
in  impressing  three  vital  factors.  Neither 
of  these  ads.  would  be  suitable  for  gen- 
eral publications,  but  in  page  space  about 
9x12  they  could  not  fail  to  keep  wheel- 
men and  agents  interested.  Illustrating 
points  in  a  novel  way  is  a  key-note. 

Among  other  special  features  which 
I  illustrated  in  the  campaign  of  trade 
publication  advertising  was  a  machine  for 
proving  the  resiliency  of  tires,  with  dia- 
grams showing  the  tracings  of  a  pen. 
This  was  unimpeachable  evidence,  for 
every  bound  of  the  tire  was  faithfully 
recorded,  and  all  other  makes  of  tires 
were  outdone  in  this  particular.  Another 
illustration  made  plain  the  valve  which 
was  concealed  in  the  rim  with  a  man- 
hole lid.  In  fact  every  special  scheme 
or  feature  was  treated  at  various  angles,  and  the  educational  effect  not  only  converted  wheelmen, 
but  was  a  potent  factor  in  securing  a  large  army  of  wide-awake  agents,  who  are  glad  to  represent 
manufacturers  who  not  only  turn  out  a  high  grade  product,  but  who  are  wise  enough  to  advertise 
it  in  an  intelligent  manner. 

Months  and  years  of  such  work  never  fail  to  make  advertising  in  trade  journals  a  profitable 
certainty. 

Specimen  No.  65  appeared  in  Printers'  Ink  and  a  few  other  advertising  publications,  at  the 
end  of  a  particularly  prosperous  agricultural  year  when  the  farmers  had  paid  off  old  mortgages  and 
were  in  a  position  to  buy  new  things. 

Specimens  Nos.  66,  69  and  70  were  also  planned  for  advertising  publications  but  with  a  very 
definite  idea  in  view.  At  this  time  the  Companion  was  only  50  cents  a  year,  and  the  general 
impression  was  abroad  in  the  advertising  fraternity  that  the  paper  circulated   mostly  in  small  rural 


Farm 


Fireside 


And  He'll 
Come  Down  with 
His  Wealth. 
335,550  Other 
Fellows  Just  Like 
Him  Have  Been 
Reading  This 
Monarch  of  the 
World's  Rural 
Press,  and  There's 
Many  a  Happy 
Advertiser 
In  the  Land. 


Fami  and  Fireside  has  the  largest  circulation  of  any  semi- 
monthly agricultural  paper  in  America — average  for  past  three 
months,  335,550  copies  per  issue.    If  you  want  best  results,  try  it 


MAST,  CROWELL  &  KIRKPATRICK,  Publishers 

SPRINOHELD,  OHIO 


108  Times  Bldg:. 
HEWTOEK 


1643  Monadnock  BIk. 
CHICAGO 


Specimen  No.  65. 


138 


POWELL'S   PRACTICAL   ADVERTISER. 


m 


}m 


A  great  home  magazine — 

Over  300,000  subscribers — a  mlllloa  and  a  half  readers — 

Mostly  enterprising,  wide-awake,  up-to-date  women  who  live 
well  and  have  money  to  spend — - 

Women  who  are  interested  In  new  things,  new  ideas,  new 
products — 

Who  are  awake  365  days  in  the  year  and  are  ready  to  buy 
any  new  article  of  merit.    The 


m 


T?\E  Vv/INMIMG  f^AHD 


PROGRESSIVE  CYCLING. 

PARAPHERNALIA. 

I.     $135  cash. 

2      Sense  enough  to  invest  in  a  Vi<£lor  Bicycle. 
TRrCKS. 

I.  If  your  opponent  leads  off  on  a  second-grade  wheel,  follow 
him  up  on  a  Vi(5lor. 

2  U  he  leads  you  over  a  rough  road,  you  gain  the  trick  vaxh  the 
Vi(flor  Spring  Fork — there's  nothing  its  equal. 

J.  If  he  selc(5U  a  smooth  road,  you  gain  a,  big  point,  and  the 
tnck.  with  the  V'i(5lor  Cushion  Tire — it's  the  '91  joker — 
beats  everything. 

4.  If  you  don't  want  to  be  a  'Heft"  bower  in  Progressive  Cycling, 
be  the  "right"  one — show  what  the  "Finest  Bicycle  Fac- 
tory in  America"  can  do — it's  a  winning  card. 

The  three  cards  above  illustrated  will  capture  a  whole  pack  of 
ordinary  Ones  in  Progressive  Cycling.      Art  CaUlog  tells  the  rest. 

OVERMAN  WHEEL  CO. 

BOSTON.  WASHINQTON.  DENVER.  SAN   FRANCISCO. 


fKi 


Woman's  Home  Companion    B^^l 

Is  their  favorite  because  it  Is  the  unrivaled  woman's  magazine 
of  the  world — 

Containing  articles  of  romance,  travel  and  fashion  by  the 
most  popular  writers  of  the  day — 

Art  covers  and  illustrations  by  famous  artists  who  paint  true 
to  life. 

Everything  that  goes  to  interest,  instruct  and  elevate  the 
whole  family — 

All  for  fifty  cents  a  year. 

Advertisers  who  want  results  are  invited  to  reap  a  harvest 
from  this  splendid  creation. 

$1.75  a  line — less  for  quantity. 

Imprint. 
Specimen  No.  G6. 


Specimen  Ko.  G7. 


E;^^^fejfc 


places,  and  was,  therefore,  unsuitable  for 
goods  appealing  to  city  trade.  While  not 
quite  equal  to  the  Ladies'  Home  Journal,  yet 
the  Companion  circulation  was  a  close  second, 
and  it  deserved  to  carry  the  same  class  of  ad- 
vertising. To  convert  advertisers,  therefore, 
a  series  of  ads.  was  prepared,  each  having  an 
illustration  of  a  refined  home,  and  the  first 
year's  efforts  resulted  in  securing  nearly 
$50,000  worth  of  advertising  contracts  in 
excess  of  any  previous  year.  This,  too,  be- 
fore the  era  of  good  times  of  1899  had  been 
ushered  in. 

This  aggressiveness  and  betterment  in 
every     department     from      advertising     to 


WHEN? 

When  we  introduced  the  Victor  Hollow  Rim  and  compelled  our 
rivals  to  abandon  solid  and  adopt  hollow  ones.  (A  few  makers  have 
gone  back  to  the  old  method  to  save  e.\pense  ) 

When  we  introduced  the  only  reliable  anti-vibratory  device  for  a 
safety  bicycle — namely,  the  Victor  Spring  Fork. 

When  we  sub.stituted  ball  bearings  for  cones  and  compelled  our 
rivals  to  follow  as  best  they  could. 

When  we  introduced  the  best  cushion  tire  the  world  ever  saw — 
the  celebrated  Victor  Cushion  Tire. 

And  we  shall  come  out  once  more  at  the  big  end  of  the  horn  with 
our  new  Victor  Pneumatic  Tire.     Have  you  seen  it  ? 


Imprint. 
Speelmeu  No.  08. 


TRADE    PUBLICATION   ADVERTISING. 


139 


"Advertisements  That  Appeal  to  the 
Refined  Home  Are  What  We  Want." 


General  advertisers  who  wish  to  cover  the  country  in 
an  experimental  way  can  do  so  at  a  minimum  of  cost,  by 
using  one  medium  only,  the 


"Announcemenis  that  Appeal  to  tlie 

Refined  ttome  are  what  We  Want ' 


Experimental  advertising  should  be  started  In  a  slO!;le  bigta-grade 
publication  having  a  circulation  large  enough  to  prove  whether  the 
scheme  Is  right  or  wrong.  If  successful,  other  good  mediums  can 
then  be  added. 

Where  the  specialty  to  be  pushed  appeals  to  the  average,  well-to- 
do  home,  the  first  magazine  used  should  be  the 


Woman's  Home  Companion         ^^^^^-^  ^^^^  Companion 


which  has  a  lower  proportionate  advertising  rate  than  any 
other  high  grade  woman's  magazine  in  America — $1.75  a 
line,  and  over  300,000  subscribers. 

A  proper  advertisement  in  this  great  publication  will  pay 
well,  after  which  the  advertiser  can  select  other  good 
mediums. 

Forms  for  June  issue  close  May  1st. 

Imprint. 
Specimen  No.  69. 


which  has  over  300,000  subscribers — million  and  a  half  readers — 
and  charges  but  $1.75  a  line,  with  ample  discounts  for  space. 

The  Companion  rate  is  lower,  in  proportion  to  circulation,  than 
Its  only  competitor  in  magazine  quality,  therefore  if  an  advertising 
scheme  is  wrong  and  bound  to  be  a  loss  anyway,  the  saving  In  the 
Companion,  by  reason  of  a  lower  sum  total,  is  well  worth  the  con- 
sideration of  every  new  advertiser. 

Qo  cautious  till  you  KNOW — then  push  hard. 

Imprint. 
Specimen  No.  70. 


circulation  pointed  the  way  to  a  $i  publication,  and  to-day  the  Woman's  Hoine  Companion  is  uni- 
versally recognized  as  one  of  America's  highest  grade  publications,  notwithstanding  the  fact  that  it  is 
printed  in  a  little  one-horse  Western  city,  where  the  manufacture  of  agricultural  implements  is  the 
principal  industry,  which  only  goes  to  further  prove  that  it  doesn't  matter,  as  a  rule,  where  you 
are  located,  providing  brains  and  aggressiveness  are  put  into  the  development  of  the  business. 

Every  trade  publication  ad.  ought  to  secure  almost  as  many  regular  readers,  proportionately, 
as  the  department  store  ad.  When  the  product  will  permit,  there  should  be  booklets  or  catalogs 
printed  in  the  best  possible  style.  These  can  be  mailed  to  trade  lists  and  also  be  sent  in  response 
to  replies  to  ads.  If  the  advertiser  is  willing  to  pay  out  an  extra  lo  per  cent,  on  the  cost  of  trade 
publication  space  for  special  illustrations  and  features,  it  will  not  be  many  months  before  results 
will  prove  the  wisdom  of  this  course. 

The  right  ads.  will  create  a  desire  on  the  part  of  thousands  to  see  and  read  your  booklets 
and  other  literature.  Years  ago  a  certain  publisher  did  such  good  advertising  that  he  educated 
the  entire  fraternity,  and  one  of  America's  largest  manufacturers  paid  him  a  high  compliment 
when  he  instructed  his  advertising  department  to  lay  on  his  desk  every  blotter,  circular,  booklet, 
advertisement,  etc.,  that  emanated  from  the  brain  of  this  particular  advertiser. 


Miscellaneous    Advertising 


Circulars  and  Leaflets,  Blotters,  Mailing 

Cards,    Window    Cards    and    Dressing, 

Bill  Boards,  Street  Cars,  House  Organs, 

Novelties,  Etc.  =^^=^=^=- 


While  periodicals  afford  the  cheapest  and  best  means  for  advertising  most  things,  yet  there 
are  other  auxiliary  forms  that  are  profitable  when  intelligently  executed. 

The  common  error  is  in  supposing  that  these  supplementary  methods  can  take  the  place  of 
regular  advertising,  and  the  desire  to  substitute  is  generally  based  on  an  attempt  to  save  expense. 
There  are  few,  if  any  businesses  that  cannot  employ  the  periodical  if  they  can  anything,  and  the 
greater  investment  should  not  be  rejected  simply  because  something  else  costs  far  less.  It  will 
generally  be  found  that  results  represent  a  certain  percentage  of  profit,  based  on  a  given  expendi- 
ture for  advertising,  and  that  the  advertiser  only  gets  what  he  pays  for.  In  other  words,  if  a  cam- 
paign costing  say  $1,000.00  returns  a  profit  of  |ioo.oo,  it  is  folly  to  expect  substitute  or  auxiliary 
advertising  costing  but  $50.00  to  do  as  well. 

And  more  than  that,  let  it  be  understood  that  Booklets,  Blotters,  Street  Cars,  etc.,  only  pay 
to  any  extent  when  used  with  regular  advertising.  In  this  connection  I  recall  the  attempt  of  a 
typewriter  concern  to  mail  catalogs  direct  to  business  men,  instead  of  continuing  its  magazine 
advertising  as  had  been  the  policy  for  a  dozen  years  previously.  The  final  result  was  that  the 
catalogs  did  find  customers  for  awhile,  but  as  time  advanced  and  the  machine  continued  to  lose  its 
magazine  prestige  the  catalogs  dropped  off  in  results  until  they  scarcely  paid  their  cost. 

While,  of  course,  there  are  exceptions  to  all  things,  yet  it  is  a  pretty  good  rule  to  bear  in  mind 
that  periodicals  are  the  first  necessity  in  promoting  business.  But  this  does  not  mean  that  the 
auxiliaries  should  be  avoided  ;  on  the  contrary  they  ought  to  be  a  part  of  the  complete  publicity 
system.      What  is  wanted  at  this  time  is  a  proper  understanding  of  their  worth. 

Circulars  and  Leaflets. 

Under  this  head  comes  an  endless  variety  of  styles,  sizes,  shapes,  etc.,  and  they  are  all  good. 
Generally  the  leaflet  or  circular  is  used  because  the  advertiser  can't  afl^brd,  or  thinks  he  has  no  use 
for,  a  booklet  or  catalog.  But  there  is  a  specific  use  for  the  former,  even  though  the  latter  is 
employed.  An  idea  like  specimen  No.  63  is  almost  as  useful  for  a  leaflet  as  for  a  trade  paper  ad. 
Left  on  counters  or  enclosed  with  correspondence  it  can  hardly  fail  to  pay  its  cost  and  something 
besides.  Specimen  No.  67  may  also  be  included  in  these  remarks,  owing  to  the  novelty  of  the 
illustrative  scheme,  and  it  would  be  particularly  good  on  a  four-page  leaflet  with  matter  relating  to 
the  three  points  brought  out — finest  factory,  cushion  tire  and  spring  fork. 

Retailers  ought  to  mail  neatly  prepared  leaflets  to  a  select  list  of  families  and  a  good  plan  is  to 
do  so  monthly.  The  great  department  stores  usually  spend  enormous  sums  in  this  way.  For 
example,  one  eight-page  leaflet  is  devoted  to  illustrating  and  describing  Sunmier  Furniture; 
another  exploits  a  fine  line  of  canned  goods;  while  a  third  effort  may  be  a  twelve-page  booklet  on 
Parlor  Decoration.  One  of  Wanamaker's  entitled  "  March  is  the  Month  for  China  "  consisted  of 
eight  pages  and  an  expensive  cover  in  several  colors.  In  a  way  it  was  a  miniature  catalog,  with 
particularly  tempting  price  offerings. 

I  prefer  as  a  rule  the  smaller  leaflet  printed  on  fine  coated  book  paper  with  good  illustrations, 
to  the  cumbersome  circular  which  is  too  often  a  commonplace  affair.  It  pays  to  mail  these  both 
to  customers  and  prospectives. 


140 


MISCELLANEOUS   ADVERTISING. 


141 


Blotters  and  Their  Use. 

Ordinary  blotter  advertising  is  a  poor 
proposition.  Millions  of  them  are  printed 
and  at  best  they  are  but  supplementary  to 
regular  advertising.  If  employed  they  should 
have  the  effectiveness  of  the  chatty  ad.  in  com- 
bination with  the  catchy  illustration.  Speci- 
men No.  71  represents  a  good  type,  and 
almost  any  unique  ad.  along  similar  lines  will 
also  be  effective.  A  proper  arrangement  of 
Specimen  No.  33  affords  possibilities,  while 
Nos.  6;^,  65,  66,  67,  68,  69  and  70  can  like- 
wise be  made  up  for  blotters  with  a  reasonable 
certainty  of  being  read. 

Blotters  can  be  used  by  publishers  and 
manufacturers  who  have  trade  lists,  but  they 
are  hardly  adapted  to  retail  trade  conditions. 
Specimen  No.  38  would  look  well  on  a  blotter, 
save  for  the  reason  that  medical  advertisers 
cannot  use  this  form,  owing  to  the  fact  that 
they  can  influence  dealers  only  through  the 
demand  of  consumers.  If  blotters  are  used  at 
all,  let  it  be  a  regular  feature  for  a  long  period, 
and  only  as  an  auxiliary. 

Mailing  Cards. 

A  good  mailing  card,  used  in  moderation, 
can  be  efl^ective,  but  the  mere  massing  of  colors 
in  some  heavy,  outlandish  design  is  a  foolish 
waste  of  cash.  Too  much  has  been  expected 
of  mailing  cards,  and  at  best  I  consider  them 
inferior  to  blotters.  Both  should  be  sensibly 
catchy  and  contain  text  matter  that  will  be 
read.  The  average  mailing  card  is  either  a 
piece  of  poor  printing  on  manilla  board  or  tag 
stock,  or  a  flashy  color  design  on  tinted  tough 
check  stock.  The  former  is  usually  a  mere 
type  affair,  while  the  latter  is  apt  to  have  as  its 
key  note  an  illustration  that  is  used  on  many 
customers'  cards,  by  simply  changing  the  read- 
ing. This  ready-made,  non-specific  cut  is  just 
as  bad  for  a  mailing  card  as  for  a  newspaper 
ad.  If  you  can't  afford  to  have  the  illustrative 
scheme  original  and  adapted  to  your  product 
exclusively,  then  give  up  mailing  cards. 

Window   Cards  and  Dressing. 

Little  need  be  said  about  the  importance 
of  window  dressing,  since  every  retailer  of  sense 


Told  by 
Hundreds 


1  I  ^ 

THE  PULLING  QUAL= 
ITIES  OP  FARM  AND 
FIRESIDE  AS  AN  AD- 


VERTISINQ   MEDIUM. 


The  great  superiority  of  Farm  and 
Fireside  over  all  others  as  an  advertis- 
ing medium  has  been  told  for  years — 

TOLD  BY  the  Keystone  Woven 
Wire  Fence  Co.,  Chicago,  who  say 
Farm  and  Fireside  is  by  long  odds  the 
most  prontable  advertising  medium 
they  ever  used. 

TOLD  BY  the  Sandwich  Mfg.  Co., 
Sandwich,  111.,  manufacturers  of  baling 
presses,  who  say  Farm  and  Fireside  last 
year  brought  them  more  inquiries  (that 
afterwards  led  to  sales)  than  any  other 
paper. 

TOLD  BY  Wm.  Henry  Maule,  the 
noted  seedsman  of  Philadelphia,  and 
hundreds  of  others,  all  of  whom  unite 
in  saying  that  Farm  and  Fireside  is  a 
"  puller     and  business  bringer. 

Circulation   "  Way  Up  " 

Average  for  past  three  months  335,550  Copies  per  issue 

IMPRINT 


Specimen  INo.  71. 


142 


POWELL'S  PRACTICAL  ADVERTISER. 


There's  a  wrong  impression  about 
this  Suit.  It  isn't  as  good  as  it  looks, 
but  $10  is  a  mighty  low  price  for  $30 
appearance. 


Specimen  Xo.  73. 


These  Oxfords  would  have  cost  you 
$5,  but  the  manufacturer  failed  and  we 
scooped  in  all  we  could  get.  $3.25 
while  they  last. 


Speciineu  No.  72.     (Original  Size  6  Indies.) 


Specimen  Xo.  74. 


knows  that  this  is  one  of  the  best  ways  of  attracting  trade.  Have  frequent  changes,  and  don't 
stint  the  expenditure.  A  druggist  brought  back  from  Jamaica  a  large  quantity  of  strings  of  beads 
made  from  odd  native  seeds.  One  week  the  window  and  store  hung  heavy  with  them — the 
following  week  they  went  on  sale.  Paper  flowers,  and  similar  decorations,  will  set  off  almost  any 
line  of  goods. 

Window  cards  ought  to  say  more  than  "  Fine  Overcoat  only  $15."  As  a  matter  of  fact  much 
thought  should  be  expended  on  them.  Specimens  Nos.  73  to  78  express  my  idea.  A  brief  chatty 
ad.  can  often  be  used  like  Specimen  No.  1 1 1  for  example.  Occasionally  a  complete  chatty  ad.  as 
run  in  the  newspaper  can  be  painted  on  a  full  sheet  card  and  displayed  in  the  window  in  connec- 
tion with  the  goods  to  which  it  refers. 

Manufacturers  in  most  lines  will  find  it  an  inexpensive  investment  to  furnish  dealers  with 
window  cards.     Specimen  No.  72  shows  another  effort  quite  out  of  the  ordinary. 

Bill  Boards  and  Street  Cars. 

The  one  great  thing  to  remember  when  appropriating  money  for  these  forms  of  advertising 
is  this  :  they  are  almost  never  able  to  create  a  demand  for  a  new  product.  While  good  for  old 
established  advertisers,  they  are  strictly  auxiliary,  and  act  largely  on  the  reminder  idea. 

The  late  Gerhardt  Mennen  once  told  me  that  bill  boards  and  street  cars  had  never  paid  him 
until  his  talcum  powder  had  been  sampled  house  to  house  and  considerable  periodical  adver- 
tising had  given  a  local  reputation.  A  Massachusetts  shoe  polish  manufacturer  lost  considerable 
money  until  I  advised  him  to  go  into  the  papers  first  and  street  cars  afterwards. 

Prices  for  displaying  11x21  cards  in  Elevated  and  Subway  cars  in  New  York  are  as  follows, 
either  system  :  all  cars,  $540.00  per  month  on  yearly  contract;  one-half  of  all  cars,  $300.00  per 
month  ;  six  months  10  per  cent,  additional,  three  months  15  per  cent,  additional.  Street  car  rates 
in  most  cities  will  not  greatly  vary  from  50  cents  per  car  per  month. 

Prices  for  bill  boards  vary  according  to  location,  colors,  etc.  Painted  bulletin  boards,  accord- 
ing to  the  Gunning  System,  Chicago,  usually  average  25  feet  in  length  at  from  $10.00  to  $25.00 
a  month.  Wall  displays  average  800  square  feet  at  about  5  cents  per  square  foot,  or  a  year's  guar- 
anteed display,  50,000  square  feet,  in  Chicago,  costs  about  $2,500.00  a  year. 

Car  cards  11  X2i  of  striking  color  design  are  generally  best.  Too  much  text  is  out  of 
place,  although  a  good  retail  card  can  be  made  effective  in  a  36  point  or  48  point  type  without 
display  or  illustration.     Specialty  advertisers  get  the  best  results  from  this  kind  of  advertising. 


MISCELLANEOUS    ADVERTISING. 


143 


We   imported 

this 

exquisite 

Olive 

Oil 

for  those  who 

want  the  best. 

90c. 

the 

quart  bottle. 

Com 

mon  sort  60c. 

Here's  a  chance  to  sponge  on  us  to- 
day. If  18c.  for  these  Rubber  Sponges 
isn't  sponging  on  our  profits  we  need 
lessons  in  arithmetic. 


Specimen  No.  75. 


Specimen  No.  11. 


Pretty  gay  ties,  but  Dame  Fashion 
says  they're  correct,  and  we  meekly 
submit.     Your  pick  39c. 


Buy 

one    of 

these 

Oak 

Heaters 

and    we 

'II 

make 

it 

hot 

for 

you. 

$4 

to  $35. 

Specimen  No.  76. 


Specimen  No.  78. 


House  Organs. 

Small  store  papers  or  house  organs  are  good  advertising  mediums.  They  can  be  of  any  size, 
but  a  large  concern  will  find  it  best  to  issue  in  brief  magazine  form,  say  from  eight  to  sixteen  pages, 
7  X  lO,  with  a  cover  in  one  or  two  colors  of  ink.  Good  half-tone  illustrations  should  be  used  to 
lend  interest  to  the  text.  An  organ  of  this  description  should  be  published  monthly  and  be  mailed 
to  a  trade  list.  Have  special  educational  articles  and  let  the  news  feature  of  the  business  be  prom- 
inent. For  the  retailer,  a  monthly  store  paper,  say  5  col.  folio,  on  ordinary  stock,  will  do  good  if 
carefully  attended  to.  An  effective  yet  economical  plan  is  to  have  the  house  ads.  occupy  half  the 
space,  using  plate  matter,  stories  and  miscellaneous  reading  for  the  balance.  Manufacturers  of 
specialties  will  furnish  free  cuts  for  any  of  their  goods. 

A  good  co-operative  plan  is  for  a  grocer,  a  clothier  and  a  druggist,  for  example,  to  club 
together  and  share  expenses  together  on  a  monthly  house  organ.  This  plan  makes  possible  a  large 
list  of  patrons  to  whom  copies  may  be  mailed  monthly. 

Novelties  for  Advertising. 

Calendars,  celluloid  goods,  etc.,  are  not  in  themselves  good  trade-bringing  mediums.  But 
they  are  useful  to  a  certain  extent — as  reminders,  when  presented  to  the  trade.  The  insurance 
agent  is  expected  to  present  calendars,  and  he  should  strive  to  have  something  catchy.  Knives, 
match  safes,  pocket  and  memorandum  books,  etc.,  are  particularly  good  for  salesmen  to  give  away 
once  a  year,  and  while  unlikely  to  alone  secure  an  extra  order,  yet  they  do  produce  good  humor, 
which  every  drummer  appreciates. 

It  is  doubtful,  after  all,  whether  novelties  are  really  advertising,  and  I  have  often  thought 
that  they  ought  to  be  charged  up  to  the  salesman's  expense  account  since  he  generally  hands  out 
or  mails  these  trade  jolliers  to  business  friends  simply  as  gifts. 

While  certain  articles  like  celluloid  memorandum  books,  stamp  holders,  etc.,  are  sometimes 
given  away  to  consumers,  yet  they  never  really  influence  sales,  more  than  an  era  of  good  feeling 
involves.  And  the  indiscriminate  use  of  the  advertising  novelty  is  pretty  apt  to  prove  a  mighty 
bad  investment.  Better  improve  and  beautify  the  booklet  or  other  printed  matter  with  the  novelty 
money,  and  if  you  then  favor  presents  have  them  good  and  practically  for  the  trade  only.  The 
best  method  of  distribution  of  novelties  to  consumers  is  at  fairs  and  exhibits,  as  attractions,  and 
people  who  attend  these  affairs  are  pretty  apt  to  be  worthy. 


Form  Letter  Writing 

Circular  Letters  a  Misnomer,  Elements 
to  Incorporate,  Two  Classes  of  Letters, 
Getting  Replies  a  Necessity,  Errors  to 
==Avoid,   Examples   and   Criticisms=^ 


I  dislike  the  term  "  circular  letter,"  and  believe  it  should  never  be  used,  since  the  main 
trouble  with  the  great  majority  of  imitation  typewritten  letters  is  that  they  are  really  nothing  but 
circulars  in  the  guise  of  personal  correspondence — and  no  one  is  deceived,  though  often  disgusted. 

Form  letter  seems  to  me  a  better  name,  and  its  contents  should  always  savor  of  the 
personal  element  that  obtains  only  when  written  out  in  long  hand  or  is  dictated  to  a  stenographer. 
The  moment  the  form  letter  writer  begins  to  figure  out  that  he  has  at  his  disposal  one  or  two 
solid  pages,  then  a  circular  pure  and  simple  results. 

Although  thousands  of  advertisers,  and  business  men  who  don't  advertise,  mail  millions  of 
these  imitation  letters,  yet  their  usefulness,  when  properly  prepared,  will  not  diminish. 

Elements  to  Incorporate. 

A  form  letter  should  be  as  personal  in  tone  as  possible.  Some  of  the  best  efforts  have  been 
made  up  from  portions  of  personally  written  or  dictated  letters,  and  in  this  way  the  wording  is 
pretty  apt  to  be  natural  and  therefore  wholly  different  from  that  employed  in  space  filling. 

For  example,  all  advertisers  constantly  receive  many  letters  from  people  who  ask  numerous 
questions  in  addition  to  requesting  a  booklet  or  catalog.  Withm  a  few  months  the  person  who 
answers  any  concern's  correspondence  will  find  himself  or  herself  dictating  substantially  the  same 
replies,  and  by  examining  a  large  number  of  copies  of  old  letters  many  a  paragraph  here  and  there 
will  be  found  useful  for  incorporating  in  form  letters. 

As  much  as  possible,  these  should  anticipate  the  most  important  and  more  frequent  queries, 
especially  in  a  series  of  follow-up  letters. 

Two  kinds  of  form  letters  are  employed — those  in  reply  to  requests  for  literature,  etc.,  and 
those  sent  out  unsolicited.  Form  Letter  No.  i  is  a  good  representative  of  the  latter  class,  and 
No.  2  is  a  poor  one  of  the  former  class. 

In  either  case  the  form  letter  should  be  a  good  imitation  of  a  typewritten  letter,  with  the 
name,  address,  etc.,  perfectly  matched  on  the  typewriter.  Many  printers  make  a  specialty  of  this 
work,  and  it  doesn't  pay  to  have  cheapness  the  main  consideration.  Now  that  the  carbon  copy 
method  has  largely  replaced  the  old  copy  book  with  its  blurred,  and  often  indistinct,  appearance, 
the  best  form  letters  are  printed  to  imitate  the  ribbon  effect.  The  entire  letter,  with  facsimile 
signature  in  black  or  color,  is  set  up  in  modern  typewriter  type  that  exactly  matches  the  standard 
makes  of  typewriters,  and  an  inch  or  more  blank  space  left  at  the  top  enables  the  typewriter  to 
fill  in  the  name,  address,  etc.,  so  that  the  complete  letter  has  every  appearance  of  being  a  genuine 
dictated  one. 

Of  course  most  people  of  intelligence  know  that  a  reply  to  their  request  for  literature  must 
be  a  stock  form,  but  if  the  matching  is  good  and  the  letter  sensibly  brief  and  personal  in  tone,  it 
accomplishes  as  much  good  as  though  it  were  actually  dictated. 

The  main  winning  elements  in  brief  are  :  directness,  natural  tone,  avoidance  of  rehash  of 
technical  facts  that  properly  belong  in  printed  literature,  and  an  effort  to  induce  the  recipient  to 
sit  right  down  and  answer  your  letter — and  ask  more  questions.  Many  a  person  has  been  so 
impressed  with  certain  form  letters  that  he  or  she  felt  it  a  duty  to  reply,  even  if  but  to  inform  the 


144 


FORM    LETTER    WRITING.  U5 


W.  D.  I30YCE  CO. 
BOYCE'S  WEEIvLIES  AJ^D  AVOMAN'S  TX^ORLD 

Boyce  Building,  Chicago,  Jan.  30,  1905. 

George  H.  Powell, 
913  Temple  Court, 
Norfolk. 

Dear  Sirl- 

Mr.  R.  W.  Sears  of  Sears,  Roebuck  &  Co.  advertised  in 
our  papers  18  years  ago,  and  he  has  been  a  customer  ever  since. 

He  spends  half  a  million  dollars  a  year  in  papers  that 
circulate  in  the  country. 

His  sales  for  1904  will  amount  to  about  $30,000,000.00 

He  knows  where  to  get  the  trade  that  stays  and  pays. 

BOYCE'S  WEEKLIES  and  WOMAN'S  WORLD  circulate  wholly  in 
the  country  and  reach  every  seventh  family  of  those  who  form 
69%  of  the  population. 

Follow  Sears. 

Respectfully  yours, 
W.  G.  F.  S.  W.  D.  Boyce  Co. 


Form  Letter  Ko.  1. 

advertiser  that  the  ad.  had  been  answered  "  without  realizing  that  the  goods  cost  so  much,"  etc. 
Many  a  time,  too,  these  same  people  have  done  so  much  hard  thinking  when  laboring  with  their 
replies  that  they  saw  a  way  to  afford  the  price,  which  resulted  in  this  first  letter  being  destroyed 
and  an  order-letter  sent  instead. 

When  you  can  get  the  recipient  to  write  you,  much  has  been  accomplished,  and  this  should 
be  kept  in  mind  in  preparing  form  letters,  especially  the  follow-ups. 

Errors  to  Avoid. 

Make  the  letters  brief.  A  single  page  is  almost  always  better  than  two  or  more.  No  sensi- 
ble business  man  would  write  two  or  three  solid  pages  merely  because  the  party  had  asked  for  a 
catalog.  Be  almost  as  brief  as  you  would  were  you  actually  dictating.  Don't  crowd  or  run  in 
solid — remember  paragraphs. 

Don't  make  a  form  letter  a  continuous  effort  to  fool  people.  The  practice  of  leaving  lines 
blank  in  the  center  of  the  letter  to  be  matched  and  filled  in  by  the  typewriter,  is  insulting  and 
unlikely  to  fool  anyone  except  the  advertiser.  For  example  :  "  and  we  beg  to  assure  you,  Mr. 
Brown,"  etc.,  appearing  in  the  midst  of  the  letter  is  intended  to  convince  the  reader  that  it  is  a 
dictated  letter,  but  this  filled  line  closely  adjoining  the  printed  letter  on  two  sides,  is  never  a  good 
match  in  ink  or  impression,  and  thus  much  labor  is  lost. 

Don't  try  to  cover  the  business  points  that  are,  or  should  be,  in  printed  literature.  Remem- 
ber that  the  main  object  of  a  form  letter  reply  is  to  show  the  inquirer  for  a  booklet,  etc.,  that  the 


146  POWELL'S    PRACTICAL    ADVERTISER. 


MAIL.  ORDE3K    DEPARTMENT 


Metal  Furniture  Mfg.  Co. 

Hay  12,  19o4. 
Wr.   Henry  M.  Chandler, 

ITewarJc,  Ohio. 
Dear  Slr:- 

/^  He   cordially  invite  you  to  call  at  our  City  Salesrooms  and 

CK    I   offices.  No.  17  West  42nd  St.,  when  you  are  In  our  vicinity. 

¥e  want  you  to  come  in  even  if  you  do  not  Intend  to  purchase 
Immediately.  We  want  to  get  acquainted  with  you  and  we  want  you  to  get 
acquainted  with  us  and  our  goods  so  that  you' may  have  full  confidence  In 
both. 

We  have  a  telephone  which  is  always  at  your  disposal  and  you  can 
have  your  mall  addressed  In  our  care  and  we  will  be  glad  to  give  you  all 
the  Information  you  may  require  if  you  are  a  stranger  In  New  York.  Just 
call  and  ask  for  the  writer  or  address  your  letters  No.  17  West  42nd  St. 
The  location  is  accessible  by  all  cars.  It  is  near  5th  Avenue  across  the 
street  from  the  new  Tilden  Library  which  Is  in  the  course  of  construction 
and  it  is  a  square  from  the  Grand  Central  Depot. 


0 


If  you  wish  our  book  and  price-list  kindly  let  us  know.  Do  not 
hesitate  to  write  us  for  any  information;  wo  appreciate  the  opportunity  to 
give  you  full  and  detailed  particulars  about  anything  that  interests  you. 


X        We  are  very  much  Interested  in  your  wants  and  it  gives  ua 
(pleasure  to  receive  your  letters. 

Cordially  yours, 

METAL  TUKNITtIKE  MPS.  CO. 


Form  Letter  Xo.  '2. 

request  has  been  granted,  merely  adding  a  little  personal  flavor  or  chat.  In  the  unsolicited  letter, 
the  object  should  be  to  enthuse  the  recipient  if  possible,  get  him  to  read  good  accompanying  litera- 
ture, and  in  the  end  secure  the  order. 

It  seems  hardly  necessary  to  add  that  a  typewriter  type  letter,  printed  on  poor  paper  and  with 
name  and  address  filled  in  with  a  pen,  is  the  rankest  sort  of  idiocy.     No  attempt  at  filling  would  be 

a  hundred  times  better. 

About  Form  Letters  Nos.  1  and  2. 

Note  the  brevity' of  No.  I,  which  was  sent  out  by  one  of  the  largest  and  most  successful  publishers.  They  dive  right  into 
facts  that  must  appeal  to  mail  order  advertisers,  and  after  citing  a  notable  example  and  adding  a  few  words,  they  close.  ]  see 
no  real  criticism  here,  although  I  favor  a  few  introductory  words,  and  would  probably  prefer  the  letter  to  begin  something  like 
this  :  "  We  know  you  want  results  and  will  listen  to  any  reasonable  argument  that  shows  you  how  to  increase  your  business," 
etc.  But  the  directness  and  brevity  of  the  letter  as  it  is,  will  insure  its  reading  in  a  large  percentage  of  cases.  The  mention  of 
this  great  mail  order  house  is  in  the  nature  of  news,  and  this  is  always  more  proper  in  a  letter  than  in  printed  matter.  T'/^e 
element  of  pcnoiuiHt'i,  rcmcmher. 

Form  No.  z  is  a  sample  of  inexpert  work.  Although  sent  out  in  response  to  a  request,  yet  there  is  no  intimation  that  a 
booklet  was  sent,  as  really  was,  and  one  would  infer  that  the  letter  belonged  to  the  unsolicited  class.      Other  criticisms  : 

(a)  After  the  customary  "  Replying  to  your  esteemed  favor  we  are  sending  you  under  another  cover,"  etc.,  it  would  be 
well  to  add  any  statement  about  famous  hotels  and  people  who  have  just  bought  these  beds — anything  in  the  natilrc  ot  news  that 
carries  conviction  of  superiority. 

(b)  This  paragraph  is  a  waste  of  words.      Directions  for  getting  to  a  store  are  unnecessary  in  a  letter. 

(c)  As  this  letter  was  sent  out  in  response  for  information  about  goods,  nothing  should  be  held  back.  When  an  adver- 
tiser sends  out  form  letters  to  a  list  it  doesn't  usually  pay  to  mail  a  complete  line  of  printed  matter,  or  expensive  catalogs,  but  a 
neat,  catchy  leaflet  or  booklet  should  go  in  the  letter  that  will  be  likely  to  interest  the  reader  sufficiently  to  induce  him  to  ask  for 
the  complete  book.      Never  mail  a  letter  without  printed  matter  of  some  sort. 

(d)  There  is  no  argument  or  interest  in  this,  and  the  expression  "  it  gives  us  much  pleasure  to  receive  your  letter  "  is 
extremely  amateurish. 


Card  Index  and  Follow-Up 

Systems 


By  "  follow-up  "  system  is  meant  a  method,  or,  perhaps,  more  strictly  speaking,  a  series  of 
methods,  whereby  all  replies  to  your  advertisements  are  properly  taken  care  of,  not  only  by  prompt- 
ly sending  all  circular  matter,  booklets,  price-lists,  etc.,  but  in  systematically  filing  names  and 
addresses  for  future  attention. 

Years  ago  it  was  thought  sufficient  to  merely  send  out  the  literature  called  for,  and  then  either 
enter  names  and  addresses  in  some  book — oftentimes  a  partly  used  ledger — or  else  file  away  the 
letters  of  inquiry  themselves.  Once  or  twice  a  year,  if  the  office  help  had  nothing  to  do,  some 
attempt  was  made  to  address  new  circular  matter  to  the  "  old  list." 


No. 


Name 
Buvei 


P.O. 


Shipping  Point 


How  Started 

Circulars  Sent 

Replies 

Samples  Sent 

Replies 

Letters  Written 

Replies 

Special  Quotations 

Replies 

LIBRARY  eOllCAU.  A  *OSik 


Card  No.  1. 


•^AT.  JULY  M.   1P96.  MAY  2fl.  1  6l. 


In  this  way,  with  little  regard  for  system,  the  advertiser  felt  he  had  done  his  duty,  and  not 
untd  bright  business  people  opened  his  eyes  to  the  possibilities  of  something  better  did  he  realize 
the  wasted  opportunities.  Replies  from  advertising  cost  money,  and  competition  nowadays  is  too 
keen  to  permit  of  slip-shod  methods.  In  many  enterprises,  especially  where  any  considerable  sum 
of  money  is  involved  on  the  part  of  the  party  answering  your  advertisement,  it  not  infrequently 
takes  as  many  as  five  "follow-up"  circular  letters  before  the  order  is  landed.  In  other  instances 
a  second  or  third  letter  extracts  practically  all  the  cash  possibilities  for  a  time,  after  which  the 
"list"  becomes  a  mere  permanent  one,  and  only  worth  circularizing  at  remote  intervals. 

In  beginning  a  scientific  consideration  of  the  "  follow-up  "  department  of  advertising  it  is 
proper  to  begin  with  the  three  primary  divisions  of  GUIDE  CARDS  as  illustrated  on  next  page. 
Whatever  may  be  printed  on  the  real  record  cards  themselves — the  cards  containing  names, 
addresses,  memoranda,   etc. — it  must   be   remembered  that   their   assignment  and  location    in    the 


147 


148 


POWELL'S    PRACTICAL   ADVERTISER. 


Showing  Primary  Divisions  of  the  Card  File  System. 


system  or  drawer-file  is  determined  by  the  guide 
cards  referred  to,  which  of  themselves  record  no 
data  of  any  kind. 

Let  it  be  understood,  too,  that  in  a  large  and 
comprehensive  system  the  guide  cards  A  to  Z,  with 
the  data  or  record  cards  sandwiched  in  between, 
may  extend  to  a  dozen  or  sixty  drawers  in  a  filing 
cabinet,  depending  of  course  on  the  number  of  appli- 
cations received  and  recorded.  The  same  may  also 
be  true  of  the  i  to  31,  or  January  to  December 
guides. 

The  Tickler  System. 

1  place  this  first  because  it  is  really  the  key  to  a 
systematic  following  up  of  inquiries.  Suppose  your 
advertisements  bring  you  fifty  replies  to-day.  A 
clerk  takes  the  ordinary  stock  cards,  either  blank 
or  elaborately  ruled,  as  the  complexity  of  the  busi- 
ness demands,  and  with  typewriter  or  pen  fills  in  the  name,  address,  and  date  of  request.  The 
cards  are  then  used  to  address  your  circular  matter,  circular  letter,  etc. 

This  ends  the  first  process.  In  say  three  or  four  weeks  you  intend  to  follow  up  with  more 
matter,  and  it  is  important  that  a  system  of  procedure  be  observed.  To  put  the  different  days' 
cards  together  at  this  time  means  an  accumulated  mass  at  the  end  of  a  week  or  two,  and  experience 
has  proven  that  so  much  work  coming  in  a  bunch  is  never  properly  attended  to.  And,  moreover, 
such  an  uncertain  plan  means  that  some  names  would  have  a  second  batch  of  literature  sent  them 
long  after  the  three  weeks  settled  on  as  the  proper  time  for  such  follow-up  had  expired. 

The  only  sure  way  is  to  have  each  day's  new  names  taken  up  for  the  second  circularizing  in 
exactly  three  weeks  from  the  day  the  first  matter  was  sent. 

Therefore,  all  cards  first  dated  say  the  3d  of  the  month,  and  thus  showing  that  the  first  cir- 
cularizing had  been  attended  to,  should  be  inserted  directly  after  the  guide  card  bearing  the  figure 
24,  the  cards  of  the  4th  go  after  the  guide  card  25,  and  so  on.  Then,  as  the  24th  or  25th,  etc.,  of 
the  month  arrives,  the  cards  assigned  for  this  date  are  removed,  and  after  examination  all  showing 

orders  received  are 
put  in  an  order 
drawer,  while  the 
balance  are  used  to 
address  a  SEC- 
OND circular  let- 
ter and  mail  new 
printed  matter  to. 
Another  date,  the 
24th,indicatesyour 
second  circulariz- 
ing. 

This  duty  per- 
formed, the  cards 
are  again  set  in 
another  tickler 
drawer  having  the 
Card  No.  2.  same  style  of  guide 


Where  published? 


Space  contracted 


Position 


Number  of  insertions 


Length  of  time 


First  insertion 


How  contracted  and  date 


ORDERS 

0.t« 

Tiin« 

Cop, 

Tout  Spic* 

0*t« 

Tiintt 

Cop, 

Total  Spica 

Oal* 

TimM 

Copy 

Total  Spae* 

r; 

RECORD  OF  INSERTIONS 

July 

Feb 

AuB 

Mar 

Sept 

\        \ 

April 

Oct 

May 

No« 

Juna 

Dec 

CARD    INDEX   AND    FOLLOW-UP    SYSTEMS. 


149 


Post  Office 


State 


Paper 


Issued 


Space 


No.  Times 


Payable 


Amount 


Agent 


cards — i  to  31.  This  time  the  date  assigned  is  the  13th  of  the  following  month,  and  when  this 
date  matures  all  cards  not  showing,  by  the  regular  books,  orders  for  something,  are  again  used  to 
circularize  a  THIRD  batch. 

It  will  be  seen  that  this  system  can  be  carried  to  any  extreme,  according  to  the  necessities  of 
the  case.  If  only  one  circularizing  after  the  first  is  wanted,  then  a  single  tickler  is  sufficient,  the 
cards  without  orders  going  direct  to  a  permanent  location  or  cabinet,  where  they  are  arranged  accord- 
ing to  state  guides  and  without  the  employment  of  the  i  to  3  i  guides.  For  fear  the  "  guide  "  card 
term  may  not  be  clear,  it  is  only  necessary  to  say  that  it  is  an  extra  heavy  blank  havmg  a  raised 
"tab"  which  rises  higher  than  the  regular  record  cards.  They  are  signs,  enabling  you  to  quickly  put 
your  finger  on  any  division  without  loss  of  time  ;  thus  A  to  Z,  i  to  3  i,  and  Jan.  to  Dec.  are  "tab" 
or  "  guide  "  cards.  See  "  Primary  Division  "  drawer  previously  referred  to.  There  are  also  many 
other  guide  cards  sold,  such  as  state  cards,  etc. 

Subdivision  of  Guides. 

Suppose  your  daily  inquiries  run  up  to  200  or  300,  requiring  as  many  record  cards.  So 
many  in  a  bunch  means  a  good  deal  of  hunting  in  case  you  want  to  find  a  certain  card,  either  in 
the  tickler  or  permanent  file,  and  therefore  to  minimize  the  labor  we  introduce  guide  cards  A  to  Z 

between  each  of  the  i 
to  31  guides.  This 
means  a  set  of  A  to  Z 
for  each  day  of  the 
month. 

In  this  amplifying 
the  towns  are  arranged 
in  directory  style — 
Arlington  after  the 
guide  A,  Bennington 
after  guide  B,  and  so 
on.  Every  day  this  is 
repeated,  and  the  extra 
cost  of  so  many  A-Z 
guides  at  the  start  is  re- 
paid ten  times  over  in 
labor  saved,  suppos- 
ing, of  course,  that  the 
accumulating  lists  war- 
rant. 

This  A-Z  arrange- 
ment in  the  tickler  is 
also  time  well  spent, 
as  at  the  final  transfer 
to  the  permanent  cabi- 
net, it  merely  requires 
the  separation  of  states, 
and  no  spread  of  table 
space  for  sorting  is 
necessary. 

The   January    to 

Showing  Special  Card  for  Recording  DIfJerent  Ads.  o«  One  Advertiser  In  same  paper.  ' 

Card  No.  4.  December  guides   are 


Jan, 

Feb. 

Mar. 

Apr. 

May 

liine 

July 

Aug. 

Sept. 

Oct. 

Nov, 

Dec. 

Card  No.  3. 


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POWELL'S    PRACTICAL   ADVERTISER. 


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Tlie  Monthly  Advertising  Expenditure  Book.  (^8x10  Inches.) 
used  the  least.  They  frequently  have  i  to  31  guides  inserted  for  each  month,  and  serve  the  pur- 
pose of  daily  reminders.  For  instance,  Jones  says  he  will  send  you  an  order  within  six  weeks. 
To  keep  track  of  this  a  card  should  be  made  out  containing  this  information  and  dropped  in  at 
the  proper  time — say  March  29th.  When  this  date's  cards  mature  they  are  examined  to  see  who 
have  ordered,  and  thus  Jones,  and  others  who  have  failed  to  keep  their  word,  are  followed  up 
with  a  special  letter  of  reminder. 

It  is  this  getting  people  to  commit  themselves,  either  wholly  or  partially,  that  helps  sales. 
You  cannot  afford  to  let  matters  take  their  course. 

Follow-up  Literature. 

The  original  literature  sent  out  in  response  to  requests  should  consist  of: 

1.  Booklet  or  circular  matter,  or  both. 

2.  Imitation  typewritten  letter. 

3.  Return  envelope. 

Letters  should  be  filled  in  with  name,  address,  etc.,  so  the  match  is  perfect.  Nothing  is 
worse  than  a  half-way  attempt,  that  at  best  is  an  insult  to  one's  sense  of  appreciation. 

The  second  batch  sent  out  to  those  who  fail  to  place  an  order  meantime,  should  be  different 
from  the  first.  It  is  useless  to  send  the  same  stuff  again.  As  a  rule  the  first  matter  should  be 
as  complete  as  possible,  so  the  stranger  will  receive  the  very  best  impression,  and  this  impression 
once  formed  will  make  it  easy  for  future  follow-ups.  Because  a  party  fails  to  order  as  quickly  as 
he  or  she  should  really  indicates  nothing — save  procrastination,  may  be. 

The  good  impression  may  be  there  all  right,  but  unless  systematicallv  kept  after  a  good  cus- 
tomer may  be  lost. 

A  complete  booklet  or  catalogue  going  to  the  inquirer  promptly,  the  second,  third,  and  sub- 
sequent circularizing  should  consist  of  leaflets  or  small  booklets,  hammering  at  new  points  which 
may  have  been  treated  only  in  a  general  way  in  the  first  large  booklet. 

Follow-up  literature  should,  if  possible,  be  late  information — new  testimonials,  new  uses  for 
a  product,  etc. 


CARD    INDEX  AND    FOLLOW-UP    SYSTEMS. 


151 


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Never  send  out 
mere  copyings  of  old 
matter. 

The  manufacture 
of  Card  Files  is  now 
an  important  industry. 
For  the  mere  keeping 
of  names  and  addresses 
of  persons  who  send 
requests  for  catalogues, 
or  become  purchasers, 
ordinary  3x5  blank 
cards  are  often  used, 
the  clerk  merely  copy- 
ing name,  address,  key 
number  of  advertise- 
ment, etc.  An  ordi- 
nary rubber  dating 
stamp  is  used  to  show 
when  first  literature 
was  sent  out,  which 
Tlie  Index  and  Total  Result  Book.    (5x7i  inclies.)  method  is  likewise  fol- 

lowed in  subsequent  circularizing.  The  keying  of  each  ad.  may  be  a  different  "  Dept.  No.  — "  for 
each  publication,  or  a  series  of  "Room  No.  —  "  may  be  adopted.  In  large  establishments  special 
ruled  cards  are  usually  provided,  which  include  blank  spaces  for  as  much  data  as  may  be  desired. 
The  Yawman  &  Erbe  Co.,  Rochester,  N.  Y.  ;  the  Shaw-Walker  Co.,  Muskegon,  Mich.; 
the  Globe- Wernicke  Co.,  Cincinnati,  O. ;  Library  Bureau,  Boston  and  New  York,  are  leading 
card  file  manufacturers. 

Arrangement  of  Card  Blanks. 

Cards  Nos.  i,  2,  3  and  4  herewith  reproduced  are  specially  adapted  to  the  advertiser's  use. 
The  majority,  however,  often  desire  some  special  ruling,  and  consequently  stock  card  forms  are 
seldom  carried  by  manufacturers.  Card  No.  i  is  for  a  more  or  less  elaborate  record  of  detail 
from  the  time  the  inquiry  is  received.  The  key  to  ad.  should  be  noted  at  "No.  —  :"  Card  No. 
2  shows  a  Special  Ruled  Card  for  recording  insertions  of  e.  o.  d.  ads.  in  daily  papers,  although  it 
can  be  used  for  a  weekly  or  monthly  publication.  The  original  size  card  was  5x7  inches.  The 
spaces  for  data,  such  as  record  of  copy  sent  the  paper,  total  space,  etc.,  is  not  essential,  save  where 
much  advertising  is  done.  Card  No.  3  is  a  simple  scheme  that  fills  all  ordinary  requirements  for 
all  publications  save  dailies.  For  the  latter  a  very  large  card  with  a  blank  space  for  each  day  is 
necessary,  or  the  form  as  shown  for  "  Monthly  Book  of  Daily  Results"  will  answer.  Card  No. 
4  is  another  Special  Card  specially  prepared  for  an  advertiser  who  runs  more  than  one  kind  of  ad. 
in  the  same  paper.  Especially  valuable  to  record  the  amount  of  space  given  each  article.  The 
4th  of  July  shows  150  lines  were  given  the  sewing  machine  ad.  and  underneath  the  100  means 
number  of  replies  received. 

Book  Record  System. 

Some  advertising  detail  is  best  kept  in  books,  and  the  reproductions  herewith  are  almost  per- 
fect. The  advantage  of  the  Monthly  Advertising  Expenditure  Book  is  this  :  you  have  before 
you  at  a  glance  each  month's  list,  with  permanent  record  of  every  necessary  detail,  save  record  of 
inquiries.      Many  magazines    require   payment  before  month  of  issue  ;  others  are   payable  during 


152 


POWELL'S    PRACTICAL   ADVERTISER 


Key. 


Publication 


'.^*-f^^i^ 


Issue- 


Space- 


/ 


^/?^^ei   Price,  $  -^f^-  .^^ 


'^Z^^ 


INQUIRIES 


Month 

1 

1 

3 

4 

1 

g 

» 

8 

9 

10 

11 

12 

13 

14 

15 

IG 

17 

18 

19 

20 

21 

22 

23 

24 

25 

20 

27 

23 

29 

30 

31 

Total 

JAN. 

/d? 

// 

// 

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f 

J'^ 

3^ 

/o 

/ 

9 

6 

/o 



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J 

7 

/ 

/ 

6 

. 

7 

/ 

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9 



7/ 

J 

^// 

FEB. 

^ 

/ 

T— 

/ 

MARCH 

APRIL 

MAY 

JUNE 

JULY 

AUG. 

SEPT. 

OCT. 

NOV. 

DEC. 

1st  or  lieft-hand  page  of  Inquiry  and  Receipt  Book.      (OxllA  Inclies.) 

RECEIPTS. 


Month 

1 

2 

3 

4 

5 

6 

7 

8 

9 

10 

11 

12 

13 

14 

15 

16 

17 

18 

19 

20 

21 

22 

23 

24 

25 

26 

27 

28 

29 

30 

31 

Total 

JAN.    ■ 

/<r^ 

./<? 

ZJi 

y<^ 

7/.» 

^S7/.:>0 

TOBt 

2d  or  Riglit-hand  page  of  Inquiry  and  Receipt  Book.      (9xlli  inches.) 
Daily  Results  for  the  Month   of_ 190 — 


NA.ME  OF  I'APKK 

1 

2 

3 

4 

6 

G 

7 

9 

9 

10 

11 

12 

13 

14 

15 

IC 

17 

IS 

19 

p 

21 

22 

23 

24 

25 

26 

27 

28 

29 

30 

31    h'.?S, 

COiT 

Cojf  Ku 
Ktrii 

' 

Monthly  Book  for  Daily  Results  of  All  Publications.      (12x12  inches.) 

this  month,  and  daiHes  and  most  weekHes  collect  the  month  after  the  advertising  appears.  This 
book  indicates  when  bills  must  be  paid.  The  Index  and  Total  Result  Book  is  a  veritable  prize, 
for  each  publication  has  a  page  or  more,  and  two  years'  results  of  a  magazine  are  before  you  for 
instant  comparison,  providing,  of  course,  each  ad.  is  keyed.  Inquiries  or  replies  to  the  ad.  are 
noted  in  the  (I)  column,  and  sales  in  the  (S)  column.  These  should  be  in  pencil,  and  if 
changes  are  noted  daily  the  advertiser  loses  no  time  in  posting  up  on  any  publication's  pulling 
qualities. 

The  Inquiry  and  Receipt  Book  is  indispensable,  as  will  be  appreciated  bv  carefully  studying 
the  reduced  reproductions  herewith  from  my  own  system.  The  Monthly  Book  of  Daily  Results 
is  often  used,  but  it  is  unnecessary  if  the  Inquiry  and  Receipt  Book  is  relied  on. 


Booklet  Si  Catalog  Advertising 


Characteristic    Differences    Between    Booklets,    Catalogs   and   Primers 

Examples  for  Study,  Worthlessness  of  Commonplace  Effects,  Virtue  of 

Original    Brevity,  Follow-up    Requirements,  Etc. 


If  the  economical  advertiser  could  see  the  fate  of  the  average  booklet  or  catalog  he  would 
hold  up  his  hands  in  protest  against  the  further  squandering  of  large  sums  of  the  hard-earned  coin 
of  the  realm  on  business  literature  that  benefits  only  the  printer  and  Uncle  Sam. 

Millions  upon  millions  of  copies  in- 
tended to  educate  people  and  secure  a 
paying  patronage  find  their  way  into  the 
waste  basket  and  junk  shop  without  the 
recipients  being  even  aware  of  the  subjects 
treated.  The  trouble  may  be  classified 
under  three  general  heads — first,  common- 
place appearance  which  is  devoid  ofspecial 
interest ;  second,  dry,  uninteresting  text 
matter  with  neither  proper  division  or  logi- 
cal sequence ;  and  third,  absence  of  illus- 
trations. 

While  no  set  form  or  rule  can  be  laid 
down,  yet  certain  elements  and  characteris- 
tics should  be  thoroughly  understood,  after 
which  innovations  and  variations  will  not 
interfere  with  harmony  and  interest. 

The  first  thing  needed  at  this  time  is 
an  understanding  as  to  the  characteristics 
and 

Special  Duties  of  Booklets, 
Primers  and  Catalogs. 

First,  let  us  consider  the  regular  stan- 
dard catalog,  which  was  in  use  long  before 
booklets  and  primers  were  thought  of. 
While  to  a  certain  extent  the  booklet  often 
takes  the  place  of  the  catalog,  yet  for 
many  lines  of  business  the  latter  should 
be  a  special  effort  and  be  prepared  in 
accordance  with  certain  well  defined  condi- 
tions. 

Let  us  consider  the  case  of  a  manu- 
facturer of  a  large  line  of  sporting  goods 
for  example.  Anywhere  from  a  dozen  to 
forty  or  more  pages  must  be  devoted  to 
illustrating  and  describing  the  various  arti- 
cles, together  with  prices.   No  great  literary 

ability   is    here  possible  or   necessary.  eXCeot  The  cover  Design   illustrating  the  sale  of  New  York  (Manhattan  Island)  in  1624,  by 

J  X  J  '  r  Indians  to  early  Dutch  traders — also  present  sky  line. 


153 


154 


POWELL'S    PRACTICAL   ADVERTISER. 


The  Power 
o£  Wheels 


¥ 


Cover  Pag^e 


Do  you  know  that  the  wheel  is  the 
connectine  link  between  barbarism  and 
civilization,  poverty  and  wealth  ;  that  by 
it  the  world  moves,  and  upon  it  all  great 
work  depends  ? 


Page  S 


There    is  a   Tide  in  the  Affairs 

of  Man,  Which  if   Taken   at  its 

Flood,  Leads   on  to 

Victors 


Pagti  1 


Do  you  know  that  the  horse  which 
staggers  with  500  pounds  upon  his  back 
trots  off  easily  with  2,000  pounds  loaded 
on  wheels  ? 


Do  you  know  that  if  you  were  chain- 
ed to  500  pounds  of  iron  in  the  form  of 
a  cube  you  would  die  if  bread  was  but 
one-eighth  of  a  mile  off  ? — that  in  a  cask 
you  could  roll  2,000  pounds  around  the 
earth  ? 


Page  3 


perhaps  in  two  or  three  pages  immediately  following  the  title  page.  Here  a  sort  ot  business 
editorial  on  the  great  achievements  of  the  concern  is  in  order,  not  forgetting,  of  course,  to  mention 
in  a  general  way  the  prizes  taken  at  exhibitions,  how  the  factories  have  had  to  be  enlarged,  etc. 

While  testimonials  can  be  included  in  a  catalog,  I  advise  that  this  feature  be  incorporated  in  a 
special  booklet  by  itself. 


BOOKLET  AND  CATALOG    ADVERTISING 


155 


L 


Do  you  know  that  every  time  you 
step  you  lift  your  weight  (say  150  lbs.) 
one  inch,  which  added  up  makes  a  lot 
at  the  end  of  a  day? — that  on  a  bicycle 
you  can  go  farther,  faster  and  easier  in 
the  same  time  ? 


Take  the  wheel  from  the  locomotive 
and  one-half  the  world's  industry  would 
die.  Remove  it  from  the  car,  carriage, 
and  factory,  and  the  wealth  of  the  world 
would  dwindle  nine-tenths.  You  would 
hear  of  no  Goulds,  no  Astors,  no  Van- 
derbilts.  Wall  Street  would  go  down  a 
tradition  to  future  generations. 


Page  4 


Or  would  you  rather  keep  pace  with 
the  world  as  it  rolls  on,  and  look  better, 
feel  better,  work  better  ;  to  strengthen 
every  muscle  by  enjoyable  exercise,  in- 
stead of  dying  for  the  want  of  it  ? 


Would  you  rather  have  a  clear  head, 
carry  it  high,  and  be  able  to  hit  hard, 
jump  high,  sleep  sound,  and  eat  well, 
or  allow  many  muscles  to  lie  dormant 
and  wear  out  by  rusting  out  ? 


Page  6 


Are  you  making  the  most  of  power — 


of  rolling  motion  ? 


Do  you  ride  a  bicycle  ? 

Are  you  satisfied  to  move  along  as 
your  grandfathers  did  before  you  ;  pa- 
tient and  plodding,  so  long  as  you  get 
there  sometime  ? 


Page  6 


And  finally: 

If  you  are  satisfied  that  the  bicycle  is 
the  "  noblest  wheel  of  'em  all" — that  it  is 
the  steed  of  the  immediate  future,  and 
the  one  to  bestow  upon  you  what  medi- 
cine cannot — viz.  :  good  health — then 
thequestion  arises,  Which  bicycle  is  best? 

There's  always  a  best  in  everything, 
always  one  object  that  shines  more 
brightly  than  the  rest. 

So  it  is  with  bicycles.  The  one  which 
will  run  easier  and  wear  longer  than 
others  is  the  one  for  you.  It  is  called 
VICTOR,  a  synonym  of  the  word  "best." 

You  can  get  a  catalog  for  the  asking. 


Page  ^ 


Next,  the  booklet,  which  is  preferable  where  the  advertiser  sells  but  one  product  and  has  little 
use  for  the  mere  technical  catalog. 

A  booklet  should  be  written  in  a  conversational  vein,  and  every  vital  feature  calls  for  first 
class  illustrations.  Try  to  interest  the  reader  so  that  the  entire  booklet,  including  description, 
will  be  read  and  digested. 


156 


POWELL'S    PRACTICAL    ADVERTISER. 


How  New  York   City   Real 
Estate  Makes  Millionaires 

A  MAN  with  a  good  business  reputation,  in 
fair  circumstances,   can  borrow  money 
at  8  percent,  to  lo  per  cent.,  especially 
on  good   endorsed  notes  as  collateral. 

On  good  real  estate  security  down  comes   the 
rate  a  half. 

Real  Estate         Astonishing,  isn't  it,  how  much  more  dirt  is 
Secures 
Loans  at    valued  than  a  good  name  ? 

Lo%vest  D        J-  ^  ».    r  -1 

But  dirt  can  t   rail  or  run   away 


Rates. 


Bank  men 
know  where  to  find  it  day  or  night,  hence  their 
willingness  to  loan   at  low  rates  on  a  sure  thing. 

From  this  we  learn  a  lesson  that  never  should 
be  forgotten  when  we  are  considering  the  invest- 
ment of  our  surplus  cash. 

Now  if  real  estate  offers  absolute  security  to 
the  investor,  he  ought  to  be  satisfied  to  pay 
something  for  it  by  accepting  smaller  earnings. 

But  he  doesn't  have  to  —  it  he  buys  wisely — 
because  the  rise  in  values,  through  improvements 
and  growth  in  population,  is  sure  to  exceed 
earnings  based  on,  say,  12  per  cent. 

You  have  doubtless  read  real  estate  advertise- 
'Vactt^  ments  which  harped  on  the  great  theme,  "  sure 
to  double  in  a  few  years" — and  you  doubted. 

The  things  that  convince  are  FACTS,  and 
the  purpose  ot  this  booklet  is  to  tell  you  a  few 
in  a  way  that  will  make  you  stop  a  minute  and 
say  to  yourself:  "That's  so,  but  I  never 
thought  about  it  that  way." 

To  begin  with,  you  are  to  be  told  two 
FACTS  —  the  others  will  come  later: 


Getting 


First  :  That  the  rise  in  real  estate  values  de- 
pends upon  prosperity  and  municipal  growth  ; 
and 

Second  :  That  Greater  New  York,  of  all 
places  on  the  American  continent,  gives  the 
greatest  added  values  to  its  realty  owners. 

In  1626  the  present  Borough  of  Manhattan    New  York 
(the  island  of  old   New  York  City)   was  sold    f-'^  by  the 

V  J  J  Indians  in 

by  the  Indians  to  the  Dutch  East  India  Com-    '^'^  'of  $M- 
pany  for  sixty  guilders.      Translated  into  plain 
English  this  means  about  $24  (a  barrel  of  rum, 
more   or    less,   which  figured  in   deals  ot  those 
days,  is  of  no  importance). 

The  phlegmatic,  slow-going  Dutchmen  doubt- 
less chuckled  over  the  way  they  euchred  their 
red  brothers  ;  but,  after  all,  the  laugh  was  on 
the  other  side,  for  Manhattan  in  those  davs  was 
destitute  of  civilization,  and  corner  lots  were  not 
in  brisk  demand,  because  hidden  by  trees  and 
bogs,  and  because  there  was  an  absence  of  de- 
sire to  utilize  them. 

And,  moreover,  the  Indians  could  readilv  ap- 
propriate new  lands,  so  the  $24  they  received 
was  so  much  clear  gain. 

Right  here  it  is  well   to  fasten  on  our  minds 

the  concrete   principle  —  that  the  value  of  real 

estate  depends  on  the  desire  of  men  to  own  it,  ana 

needs  make  the  desire. 

If  the  population  increases  rapidly  the  prices    Increased 
,  ,     ,  ,'  J  Population 

go  up  proportionately,  and  trie  settled  parts  are 

always  wanted  in  preference  to  locations  on  the 

outskirts. 

More  than  that,  the  building  of  houses  tends 

to  increase  the  value  ot  the  vacant  lots  in   the 

vicinity  of  those  improvements.      This  is  the  basic 


Means 
increased 
Land 
Values. 


Paee  1 


Page  a 


Booklets  may  be  divided  into  two  classes — the  regular  descriptive  booklet  that  takes  the  place 
of  the  catalog,  and  the  special  feature  booklet  that  is  devoted  wholly  to  testimonials;  or  to  scenes 
in  many  lands  where  a  camera  has  proved  its  worth  ;  or  to  sky  scraper  views  showing  famous  hives 
of  industry  where  a  certain  typewriter  is  largely  used;  or  to  illustrations  of  the  trains  of  leading 
railroads  whose  dining  cars  serve  a  certain  coffee,  etc. 

A  word  about  the  testimonial  booklet.  Too  many  advertisers  fail  to  realize  that  a  hundred 
testimonials  packed  in  solidly,  without  display  head  or  illustration,  are  pretty  sure  to  make  an  early 
acquaintance  with  the  waste  basket.  One  of  the  best  efforts  of  this  sort  was  the  booklet  issued  by 
a  National  Magazine,  entitled  "  Ten  Minutes  with  Ten  People."  The  cover  design,  I'^i  x  4'4  in., 
was  printed  on  a  rough  army  blue  cover  4  x  7'^,  leaving  an  inch  margin  above  and  a  two-inch 
margin  below.  The  illustration  showed  ten  o'clock  on  the  clock  dial,  with  a  female  figure  point- 
ing to  10:10.  The  first  inside  page  was  blank  save  for  a  single-line  company  imprint  at  the  top  ; 
the  second  page  had  a  half-tone  of  President  Roosevelt  with  his  four-line  testimonial;  the  third 
page  had  a  i  ^  x  1  ^  in.  half-tone  of  the  editor  at  the  extreme  lower  right  hand  corner,  with  blank 


BOOKLET  AND  CATALOG   ADVERTISING. 


157 


Henry    fact  of  the  Henrv  George  theory,  and  whether 
George  ,         ',  _     _  ' 

Theory,    one  agrees  with  him  or  not,  it  is  an  axiom   that 

"the  unearned  increment"  or 
great  increase  of  values  caused 
by  other  people's  improvements 
in  a  neighborhood,  are  sources 
of  enormous  profits  to  land 
owners  without  corresponding 
efforts  on  their  part. 

Whether  right  or  wrong  for 
a  man  to  buy  land  and  profit  by 
the  efforts  of  his  building  neigh- 
bors, vet  the  law  to-day  permits 
this,  and  the  question  to  decide 
is  merely,  "  Do  you  wish  to 
profit  by  it  ?  " 

From  the  day  the  second  street 
in  New  York  was  opened  the 
same  feeling  existed  as  exists  to- 
day —  the  desire  to  be  in  the 
settled  part. 

It  takes  wise  men  (and  they 
have  multiplied  rapidly)  to  grasp 
time  by  the  forelock  and  invest 
when  most  folks  hesitate. 
Many   men,    too,    have   been    simply    forced 
into  prosperity  because  their  early   means  com- 
pelled  them   to  buy   home  sites  in  the  new  sec- 
Wealth    tions,  where  land  was  cheap.      In  a  few  years 


JOHN    JACOB    ASTOR. 

FounJer  of  the  Astor 
family,  whnse  entire  for- 
tune was  made  in  New 
Yoric  realty.  The  ground 
occupied  by  Astor  House, 
between  Vesey  and  Bar- 
clay streets,  was  valued 
in  I7ZO  at  Sz,ooo,  Bought 
by  Astor  in  four  deeds, 
between  lSoo-'j4,  for 
Jl50,ooo.  Now  assessed 
at  5z,ooo,°coi  easily 
worth  5t,ooo,ooo;  and 
not  for  sale  at  any  priee. 
Astor  died  worth  ;?Z5,- 
000,000. 


Often  Forced 
on  Men. 


these  investors  found  their  tracts  worth  two  or 
three  times  the  original  investment  ;  and  the 
wisest  of  them  promptly  acquired  more  land  in 
still  newer  sections  of  the  city,  to  again  ex- 
perience the  same  benefits  and  become  wealthy 
without   a  stroke   of  work   on   their  part  ;   only 


j  ust  the  exercise  of  a  little  common  sense,  fore- 
thought and  patience. 

Most  everybody  will  say  :    ■■  Why,  of  course,    a  Common 
New  York  was  bound  to  grow  ;   I,  too,  would    ^^out 
have   invested  in  the  early  days,   before  prices   Opportum- 
soared  beyond  me." 

Your  reasoning  seems  sensible,  but  a  hundred 
to  one  you  are  wrong  in  your  conclusion. 

Had  you  been  alive  and  grown  up  in  the 
early  years  of  the  last  century  you  would  have 
been  just  as  skeptical  about  New  York's  rise  in 
values  as  you  are,  possibly,  skeptical  to-day. 

No  farther  back  than  1803   the  present  New 

York  City  Hall  was  built  on  the  section  bounded 

on  one  side  by   Broadway,   and   running  from 

Park   Place  to  Chambers   Street.      So  far  north 

was   this   of  the    actual   settlement    of  the    city 

at  that  period   that   the   City   Fathers  planned  a 

remarkable  saving. 

They   decided   to   construct    the    building  of  Blindness  of 
-  .,.,,.,      City  Fathers 

Stone  on  the  east,  west  and   south   sides  which    in  1803. 

faced  the  settled  sections,  or  would  face  them 
some  time  in  the  distant  future.  For  the  north 
side,  they  said,  stucco  or  plaster  was  good 
enough,  because,  to  their  minds,  there  never 
would  be  any  large  number  of  buildings  north 
of  City  Hall  ;  at  least  not  while  the  hall  re- 
mained. 

And  the  edifice  was  erected  on  these  ideas, 
and  only  a  few  years  ago  was  the  stucco  re- 
placed by  stone  on  the  north  side,  to  corres- 
pond to  the  others. 

Glance  again  at  the  map,  and  taking  Cham- 
bers Street  for  the  first  boundary  line  north  of 
City  Hall,  follow  up  the  solid  mass  of  streets  to 


Page  3 


Page  4 


space  at  left  and  above,  which  made  a  pleasing  variation  from  the  usual  set  style  ;  the  third  and 
fourth  pages  with  a  single  display  head,  "  The  Logic  of  Results,"  were  set  in  10  point  Old  Style 
Roman  and  devoted  to  a  brief  review  of  the  great  strides  made  by  the  publication  during  the 
previous  year  or  two. 

Then  began  the  special  testimonials  feature,  consisting  of  nine  pages — a  page  to  each  testi- 
monial ;  four  pages  from  such  celebrities  as  Bishop  Potter,  Helen  Gould,  Senator  Beveridge  and 
Ella  Wheeler  Wilcox,  who  testified  for  the  literary  quality  of  the  magazine,  and  these  were  followed 
with  five  testimonials  from  well  known  advertisers  who  had  found  the  publication  a  wonderful 
business  puller.  The  two  last  pages  were  blank.  Impress  upon  your  mind  a  16-page  booklet 
printed  in  the  most  elaborate  manner  on  the  finest  coated  book  paper,  with  heavy  cover,  two-color 
printing  throughout,  and  with  only  nine  testimonials.  Quite  a  shock  to  the  average  advertiser 
who  would  have  had  a  bad  turn  when  called  upon  to  pay  the  engraver  and  artist  1 100.00  in  addi- 
tion to  Si  24.63  for  4000  booklets,  plus  $25.00  or  $50.00  for  the  services  of  an  advertising  expert. 

But  the  brevity  made  it  possible  to  produce  a  booklet  of  marvelous  effect.      One  page — with 


158 


POWELL'S  PRACTICAL  ADVERTISER. 


Investors      the 
Couldn't  See 


all 


Faith  in 
Wild  Land. 


extreme     upper    end    of   the    island 
solidly   built  up  and  densely  populated. 

Think  what  a  grand  reward 
was  in  store  for  investors  of  the 
period  when  City  Hall  was  built! 
But  the  great  farms  ot  that  day 
to  the  north  remained  farms  for 
years,  because  most  people  be- 
lieved the  City  Fathers,  whose 
wisdom  was  called  great. 

Then  the  John  Jacob  Astors 
and  the  Stuyvesants  and  the 
other  wise  ones  had  the  gift  of 
prophecy.  They  invested  their 
surpluses  in  land  that  nobody 
else  thought  anything  about — 
land  to  the  north,  mostly. 

.'\nd  the  City  followed  them 
at  a  merry  pace.  By  the  time  a 
new  section  had  been  covered 
with  buildings,  THEN  timid 
investors  woke  up  —  only  to 
find  prices   up. 

The  trouble  fifty  or  a  hundred 
years  ago  was  the  same  trouble  that  afflicts 
men  now,  and  it  is  this  :  most  people  cannot 
see  the  marching  line  of  the  building  brigade. 
Here's  one  example  of  wisdom  :  Years  ago, 
when  that  great  stretch  of  land  known  as 
Central  Park  was  a  barren,  rocky  waste,  and 
miles  from  the  city  proper,  an  uncle  of  the 
writer's,  Mr.  James  Phalen,  invested  several 
thousand  in  it  —  and  waited. 

It  wasn't  so  very  long  he  had  to  wait,  either. 
The   upward   march   of  the   city    showed    that 


JAMES  PHALEN. 

Owned  immense  land 
tracts  in  New  York  be- 
tween l8jo  and  *50,  and 
died  in  Paris  in  l8S8 
worth  about  $lo,ooo,cco. 
Made  over  a  million  dol- 
lars alone  in  wild  land 
which  he  sold  the  City  to 
convert  into  Central  Park, 


some  day  the  whole  of  Manhattan  Island  might 
be  built  up  —  it  wasn't  really  certain  to  most 

■  ,    •  ■         Made 

folk.      At  any  rate,  the  public  deemed  it  wise   $1,000,000 
to    provide    before   too   late   a    public   park   for   Bo'ght'for 

the    multitudes,    and    when     Mr.     Phalen    had    Central 

Park, 
closed   out   to    the    city    he    was    richer    by    a 

million  or  more. 

While  we  are  lingering  on  the  memories  of 

Union  Square,  it  may  be  well  to  note  that  when    union 

Mr.  William  C.  Demorest,  President  of  Realty    f,''"^"''. 

'       Memories. 

Trust,  one  of  the  largest  realty  companies  in 
New  York,  was  a  boy  he  lived  on  Fourteenth 
Street,  which  was  then  a  street  of  fine  resi- 
dences. There  his  father,  the  late  W.  Jennings 
Demorest,  noted  throughout  the  country  as  pub- 
lisher of  Demorest' s  Magazine,  finally  erected  a 
store  and  office  building,  thereby  bringing  down 
upon  his  devoted  head  the  angry  feelings  of  his 
neighbors. 

Yet  a  few  years  later  hardly  a  dwelling  house 

remained.      The  demand  for  business  buildings   „ 

°      Business 

kept  pushing  farther  and  farther  to  the  north-  Buildings 
ward,  just  as  the  pioneer  home  seekers  in  the 
years  back  had  encroached  on  the  original  do- 
mains of  mother  earth.  Even  no  longer  back 
than  the  time  when  Mr.  Demorest,  Senior,  was 
a  boy  himself,  he  lived  in  what  was  then  the 
residential  part  of  the  city  about  Canal  Street, 
and  made  frequent  excursions  "  into  the  coun- 
try," to  shoot  yellow  birds,  in  what  later 
became  Union  Square. 

And  all  these  happenings  almost  within   the 
memory  of  the  present  generation  ! 

If  the  story  of  New  York  City's  growth  is 
long,  yet  it  is  interesting,  and  every  breath  that 


Page  5 


Page  O 


Bishop  Potter's  testimonial — will  show  the  plan.  In  the  upper  left  hand — being  on  the  outer  side 
of  an  even-numbered  page — was  a  i^^s-inch  oval  half-tone  of  the  Bishop,  with  his  full  name  in 
three  short  display  lines  in  12  point,  within  three-quarters  of  an  Inch  at  right  of  portrait.  Then 
came  the  five-line  commendation  of  only  twenty-one  words,  set  in  two-inch  measure,  which  left  a 
half-inch  white  margin  at  each  side  and  about  twice  as  much  space  above  and  below.  In  the  lower 
left  hand  was  a  half-tone  of  a  cathedral,  which  represents  the  Bishop's  vocation.  Directly  adjoin- 
ing at  the  right  in  i^-inch  measure  were  seven  lines  of  comment  by  the  publishers  in  6  point 
Old  Style  Roman. 

On  the  odd  pages  the  illustrations  were  reversed,  and  in  each  instance  a  representation  ot  busi- 
ness was  provided.  The  testimonials  varied  from  two  to  a  dozen  lines,  and  they  left  or  filled  the 
blank  space  in  the  center  accordingly. 

Now  here  was  a  booklet  that  anyone  could  read  in  ten  minutes,  and  yet  so  catchy  and  artistic 
that  not  one  in  a  hundred  would  think  of  throwing  it  away  the  moment  it  was  opened.  Ot  course, 
treatment  of  this  sort  necessitates  good  testimonials  from  representative  people.      Photograph  on 


BOOKLET  AND  CATALOG  ADVERTISING. 


159 


PETER  COOPER. 

Known  to  history  as 
the  great  philanthropist, 
and  died  worth  millions. 
Among  his  prominent 
holdings  was  the  ground 
occupied  by  Cooper 
Union  at  8th  Street  and 
Third  Avenue,  which  he 
bought  in  1850  for  $25,- 
000 — seventeen  lots.  In 
1901,  value  over  51,000,- 
000. 


A  Big  Jump 
in  Values. 


recites  it  must  recount  the  piling  up  of  gold  and 

fortune,    gained    through    the    giant    strides    of 

civilization    and    the     enormous 

doubling    of   population     every 

few  years. 

You  have,  doubtless,  heard  of 
the  old  jibes  directed  against  the 
"  Harlemite  "  who  lived  "in 
the  country"  fifteen  or  twenty 
years  ago,  where  property  was 
cheap,  just  as  it  is  cheap  some- 
where else  now  —  in  sections  of 
the  Boroughs  of  Kings,  Queens 
and  Richmond  (all  Greater  New 
York),  for  instance. 

Where     I32d     Street    marks 
the  map,   a  farm  of  125    acres 
was    cut    up    into   building   lots 
and  sold  for  a  few  hundred  dol- 
lars   each.      To-day    this    same 
part  of  the  Harlem  end  of  Man- 
hattan    tells     another     story  — 
$20,000    apiece    for    the    ordi- 
nary   lots,    and    from    $60,000 
up  to  $180,000  for  the  more  favored  locations. 
And   all  in   the  present  generation,  too  ;   re- 
member that  ! 

To  do  faint  justice  to  New  York's  marvelous 
growth,  and  the  natural  accumulation  of  the 
millions  and  millions  of  dollars  of  profits  as  a 
natural  sequence,  would  require  years  of  one 
man's  time. 

Every  foot  of  ground  from  the  Battery,  where 
the  Indians  left  their  footprints,  when  they  sold 
the  island  for  less  than  the  price  of  a  decent  suit 


Fortunes  are 
Made  by 
Buying 
Cheap. 


Land  that 
Can't  be  Had 


of  clothes,  has  been  plastered  over  and  over 
again  with  fabulous  profits  gained  by  — 

"BUYING  CHEAP." 

To-day,  Manhattan  is  completely  built  up, 
properly  speaking.  What's  left  can  only  be 
utilized  by  millionaires  with  unlimited  means  for 
indulging  in  palatial  luxury. 

The  tax  sheets  reveal  nothing  of  the  real 
value,  for  scores  of  realty  holdings  right  in  the 
business  sections  of  New  York  are  beyond  man's 
ability  to  buy.  Many  of  the  big  stores  you 
are  familiar  with  as  landmarks  of  the  great  city 
are  merely  standing  on  rented  ground. 

Do  you  realize  what  this  means  } 

It  means  that  the  owners  value  the  land  at 

prices  beyond  ordinary  conception,   and  that  as 

a  result  they  are  unwilling  to  name  figures,  or,    for  Love  or 

Money, 
in  tact,  sell  at  all.      But  they  are  willing  to  lease 

the  ground  for,  say,  ninety-nine  years  and  let 
business  men  erect  at  their  own  expense  million- 
dollar  buildings  to  do  business  in. 

The  old  A.  T.  Stewart  store,  occupying  a 
block  square  on  Broadway,  Fourth  Avenue, 
Ninth  and  Tenth  streets  —  now  used  by  John 
Wanamaker  —  stands  on  leased  ground.  It  is 
owned  by  the  Sailors'  Snug  Harbor,  a  benevo- 
lent association,  whose  home  occupies  a  large  sec- 
tion of  Staten  Island  and  has  an  enormous  income, 
all  supported  by  the  leasing  of  its  New  York 
City  real  estate.  A  large  part  of  the  great  income 
of  Columbia  College,  and  other  similar  institu- 
tions, is  derived  fi'om  the  same  source — ground 
rents.  As  a  matter  of  fact  the  rentals  referred  to 
are  so  enormous  that  thev  more  than  provide  for 


Page  7 


Page  8 


your  brain  this  fact :  it  isn't  commonplace  quantity,  but  orignal  brevity  that  counts  in  the  special 
booklet. 

The  Primer  occupies  a  peculiar  place  in  advertising  literature.  Originally  it  was  intended  to 
give  an  elementary  education  on  the  merits  or  uses  of  a  given  product.  For  example,  the  manu- 
facturers of  oil  want  to  show  uses  for  the  several  grades.  Ordinary  hot  air  text  that  merely  harps 
on  the  general  superiority  of  the  product  is  out  of  place  in  the  primer,  for  this  isn't  educational. 
But  a  primer  on  locomotive  oil,  another  on  stationary  engine  oil,  etc.,  brings  before  each  class  that 
which  specially  appeals  to  it.  Again,  a  primer  which  shows  that  it  isn't  the  price  per  gallon  but 
rather  the  saving  in  unnecessary  friction,  that  makes  an  oil  cheapest,  followed  by  a  chatty  recital 
of  tests,  cannot  fail  in  its  mission. 

Within  the  past  few  years,  however,  the  diminutive  little  primer  has  been  employed  simply  to 
harangue  recipients,  and  being  almost  wholly  devoid  of  any  educational  or  thought-stimulative 
qualities,  it  failed  to  be  worth  its  postage,  which  accounts  for  its  going  out  of  fashion.  But  when 
properly  written  and  illustrated,  the  primer  is  a  splendid  investment. 


160 


POWELL'S  PRACTICAL  ADVERTISER. 


PETER  STUYVE- 

SANT. 

Colonial  Governor  of 
New  York,  and  quite  a 
*'  scold  "  when  occasion 
required.  In  1707  bought 
land  of  his  father  in  17th 
Ward  —  nine  blocks  —  for 
**  10  shillings  and  natural 
love."  Peter's  grand- 
father paid  Si^$oo  in  1698 
for  100  acres,  tiom  which 
the  nine  blocks  were 
taken.  Property  to-day 
worth  Jz8,ooo,oc».  The 
Stuyvesant  family  owns 
millions  in  realty. 


The  Astor 

Family 

Never  Sells. 


needs  —  e.\cept   the  need  of  accumulation. 
Nobody  ever  gets  enough  of  that. 

Everybody  has  associated  the 
familiar  name  of  Astor  with  New 
York  as  its  wealthiest  citizen. 
Since  the  days  of  John  Jacob 
Astor,  the  elder,  the  family  has 
multiplied,  and  is  to-day  repre- 
sented chiefly  by  William  Wal- 
dorf and  John  Jacob  Astor.  No 
less  an  authority  than  Henry 
Clews,  the  celebrated  banker, 
has  estimated  the  present  wealth 
of  the  two  Astor  branches  at 
$275,000,000  —  all  made  by 
real  estate  investment. 

The  New  Tori  World  says  : 

**  Four  generations  of  Astors    have 

had  a  fixed  policy — *An    Astor    sells 

no  land.'     John  Jacob  Astor,  the  first, 

bought     a    lot    on    the    Bowery,    near 

Elizabeth  Street,  for  ^25  j  twenty  years 

later  he  had  ^250,000  in  realty,  and 

this    represents    the    source  of  all  the 

money  that  all  the  Astors  have  made. 

As  the  profits  from  ground  rents  have 

grown  they  have  been  invested  in  more 

Manhattan    real    estate,    and    year    by 

year    the    Astor    fortune  has  steadily  grown  at  a  rate  of 

19  per  cent,  per  annum." 

Mr.  Clews  estimates  that  sixty  years  hence 
this  vast  family  property  will  easily  be  worth  the 
colossal  sum  of  1^2,933,000,000  —  nearly  three 
billion  dollars. 

Verily,  the  legend  of  Monte  Cristo  will  be 
eclipsed  and  forgotten. 

But  the   Astors  are  not  the  only  ones  who 


have  profited  by  opportunities  open  to  all  men 
in  varying  degrees.  At  least  twenty  New  York 
estates,  worth  from  ^(5, 000, 000  to  $100,000,- 
000  each,  have  grown  up  in  exactly  the  same 
manner  upon  the  natural  increase  of  land  values. 

Take  one  more  example,  the  Pell  estate  : 
Mr.  Pell  originally  bought  the  corner  of  34th 
Street  and  Broadway,  in  1855,  for  only  $10,- 
000.  A  little  corner  chunk  was  cut  off  a  few 
years  ago  for  widening  the  street,  and  the  city 
willingly  paid  $50,000  for  it.  The  balance, 
which  was  closed  out  the  other  dav,  brought 
$375,000.  For  years  the  ground  had  been  rented 
at  very  high  rents,  a  condition  which  is  seldom 
disturbed  except  when   heirs  want  to  settle  up. 

Thus  you  see  New  York  land  values  have 
soared  beyond  the  wildest  dreams  of  the  opti- 
mist of  fifty  years  ago,  and  they  are  soaring  yet, 
and  will  continue  to  soar  long  after  the  genera- 
tion of  to-day  is  numbered  with  things  past. 

Even  with  the  present  high  prices  for  property 
in  the  congested  business  localities  of  New  York 
the  limit  there  has  been  not  nearly  reached. 
Land  in  London's  financial  and  business  centers 
sells  for  pounds  while  New  York  gets  only 
shillings  per  square  foot.  And  New  York  is 
growing  faster  in  proportion  to  London. 
'  Another  FACT  presents  itself: 

The  day  for  the  shrewd  operator  beginning 
with  small  capital  to  amass  a  fortune  in  the 
purchase  and  sale  of  real  estate  on  Manhattan 
Island  has  passed. 

No  doubt  about  that.  Manhattan  Island  is 
now  open  only  to  syndicates  and  millionaires, 
who    command    large    sums    ot    ready    money. 


A  Study  in 
Accumu- 
lation 
Through 
Natural 
Laws. 


From 

$10,000  to 
$425,000  in 
Forty-six 
Years. 


Ne^v  York 

Leads 

London. 


Fage  9 


Page  10 


The  "Power  of  Wheels,"  herewith  reproduced  in  full,  shows  what  can  be  accomplished. 
Practically  all  the  wheel  publications,  especially  Sporting  Life,  declared  it  was  the  greatest  piece  of 
wheel  literature  ever  issued.  This  was  more  of  a  mid-summer  inspiration  with  me  than  anything 
else,  for  I  conceived  the  thing  on  a  particularly  sleepy  afternoon  in  June  and  had  it  ready  for  the 
printer  in  about  twenty  minutes.  It  doesn't  pay  to  let  an  idea  getaway — nail  it  on  the  spot. 
The  first  edition  of  50,000,  without  illustrations,  melted  away  in  the  agents'  hands  like  snow  at 
the  Equator.  I  then  had  illustrations  made,  and  in  the  enlarged  form  about  200,000  more  found 
new  friends.  12  point  is  about  the  proper  size  type  for  text,  and  over  16  pages  should  be  avoided. 
If  a  subject  seems  to  require  more  pages,  it  is  probable  that  it  ought  to  be  divided  into  two  or 
more  distinct  primers,  each  being  a  specific  chat  on  one  feature.  Almost  every  special  feature  of 
manufacture  furnishes  material  for  an  effective  primer. 

The  object  in  reproducing  the  booklet  "  New  York  1 626-1 901  "  was  to  show  how  one  of  the 
dryest  subjects  can  be  made  interesting.  The  original  illustrations  were  half-tones,  but  it  is  only 
possible  to  here  show  line  drawings,  which  do  not  affect  the  study  value.      I  wrote  the  booklet  for 


BOOKLET  AND  CATALOG  ADVERTISING. 


161 


Jn  the  past   tew   months  about  twenty   of  such 
syndicates  have  formed   companies   to   invest  in 
New  York  reahy  with  a  capitali- 
zation of  nearly  fifty  millions  of 
dollars. 

So  the  small  operator  has  been 
pushed  beyond  the  East  River, 
and  he  must  now  look  elsewhere 
in  Greater  New  York  for  better 
inducements  even  than  fell  to 
the  early  Manhattan  buvers. 

Brooklyn  is  the  first  natural 
outlet  for  congested  New  York, 
and  it  is  actually  much  nearer 
Manhattan  than  the  northerly 
parts  of  the  island. 

Years  ago  this  proximity  be- 
came responsible  for  the  build- 
ing up  of  the  city,  which  lias 
grown  and  prospered  year  by 
year. 

When  the   original    Brook. yn 

Bridge  was  completed,  in  1880, 

the  population  gained  enor.ious- 

ly  —  doubled   in   ten  years,  and  propert"  "'uad- 

rupled  in  value.      Fulton   Street,  the  main  rusi- 

Original    ness  thoroughfare,  skirted   wheat  and  corn  fields 

Brooklyn     i  i  r  rT--i  i,  . 

Bridge    '^^s   than    torty   years  ago.       The  small  tract  of 

L^nd'^Vafuet    '^"'^  ^'  ^"''°"  ^^'^  ^"""^  "'■«<='^'    ^^"'"^h  brought 

in    g.^0,000,  could  not  be  had  to-day  at  ;g 200,000. 
Ten  Years,      a     1  t^   1  ^  ... 

A  lot    25  X  100,    at   440  Fulton  Street,  sold  m 

1876  for  $25,000  ;   two   years   ago   it   found  a 

quick  buyer  at  g  130,000. 

These  are  not   "picked"   examples,  but  fair 

representations  of  actual  conditions. 


COMMODORE   VAN- 
DERBILT. 

The  great  railway  mag- 
nate, wtio  died  wcnth 
nearly  a  hundred  mil- 
lions, had  many  valuable 
tracts.  The  plots  on 
Beekman  and  Nassau 
streets,  occupied  by  Van- 
derbilt  Building,  sold  in 
three  parcels,  between 
1785  and  1817,  for  $12,000; 
to-day    worth    ;f2,400,ooo. 


Page  11 


"If    this   is    true,    what   about    the  property    A  Few 

Examples. 
next  door  ?       you  may  ask.      The  plot  No.  438 

Fulton   Street   sold   for   ;j22,5oo    a    few   years 

back,  and  to-day,  with  a  small  three-story  store 

on   it,   the   annual  rental   is   ^10,000.      Almost 

50  per  cent,  on  the  original  investment,  and  the 

owner    would    be    foolish   to   part   with   it   for 

$1  25,000. 

As  a  matter  of  fact,  some  of  the  best  known 
men  are  the  heaviest  owners  of  Brooklyn  realty, 
which  is  to-day  the  real  magnet  among  operators. 

The   fact  that  the  new  bridges   and   tunnels    -what  New 
are  leading  to  Brooklyn  and   Queens  is  the  chief  r'^^ncis^"^ 
reason,  for   this  new   rapid   transit  is   bound  to    '^'"  ^°- 
cover  Long  Island  with  thousands  of  new  homes 
yearly,  until  not  a  foot  of  ground  is  left. 

Yes,  all  eyes  are  on  Brooklyn,  which  has  in- 
creased in  population  670,000  in  a  bare  twenty 
years. 

Now,  instead  of  o/ie  inadequate  bridge,  we 
are  shortly  to  have  four,  and  two,  possibly 
three,  tunnels. 

Can   you   conceive   what    the   effect  will   be 

when  all  these  bridges  and  tunnels  are  ready  and 

^'Videspread 
in  running  order  .'     And  what  helps  Brooklyn  also   Benefits. 

helps  the  Boroughs  of  Kings  and  Queens,  and, 

in  fact,  all  of  Long  Island  within  fifty  miles. 

Transit  revolution  is  to  be  the  father  of  count- 
less fortunes. 

Brooklyn  now  has  few  corn  fields  on  its  out- 
skirts, and  they  will  soon  be  obliterated  by 
buildings  and  pavements,  and  then  the  push  will 
be  beyond. 

What  a  great  thing  it  would  be  if  everybody's 
foresight  was  as  good  as  their  hindsight  .'     May 


Page  12 


a  large  real  estate  company  that  didn't  want  its  name  mentioned.  The  idea  was  to  use  it  as  the 
talk  of  an  expert,  but  I  deprecate  this,  since  there  is  just  as  much  interest  in  a  good  thing,  no 
matter  who  prepares  it.  Any  advertiser  smart  enough  to  get  up  interesting  business  literature  will 
not  lose  by  telling  something  to  his  advantage  in  connection.  Note  the  side  heads  adjoining  the 
text  and  it  will  show  the  value  of  sequence,  beginning  with  the  importance  of  real  estate  in  securing 
lowest-rate  loans,  and  followed  with  a  reference  to  the  original  sale  of  Manhattan  Island  and  about 
twenty-three  other  considerations  of  interest  to  investors. 

The  student  should  hunt  them  out  and  digest  each  one  separately,  then  study  the  connections. 

Follow-up  Requirements. 

Mail  order  advertisers  and  others  who  depend  on  mailing  booklets  and  other  business  litera- 
ture for  some  time,  or  until  they  succeed  in  eliciting  replies,  should  carefully  consider  the  whole 
system— before  the  first  effort  is  even  prepared. 

The  question  has  often  been  asked  if  the  advertiser  should  incorporate  in  one  large  catalogue 


162 


POWELL'S  PRACTICAL  ADVERTISER. 


be,  though,  nobody  would  be  working,  so 
Nature  is  probably  W'ise  in  decreeing  that  some 
shall  work  for  others  and  remain 
blind  ;  while  others  may  enjoy 
the  fruits  of  native  shrewdness — 
and  "SEE." 

Hundreds  of  merchants  can 
be  picked  out  at  random  all  over 
the  country  who  are  forever 
thinking  that  some  place  they 
don't  live  in  is  the  greatest  on 
earth  for  making  money.  These 
men  don't  analyze  causes,  and 
the  only  thing  that  will  make 
them  see  an  error  is  the  experi- 
ence of  running  buck  up  against 
it.  In  short,  they  can't  seem 
to  reason. 

Here  we  are  to-day  with  new 
and  improved  conditions  regard- 
ing New   York   real   estate,  and 
this  is  the  way  scores  of  business  men  will  reason  : 
"  Oh,  yes,  lots  are  cheap  in  the  outskirts  of 
Brooklyn,   Flushing   or   Staten   Island,  or  else- 
where, but  they  will  not  enhance  much  in  value 
in  my  time." 

And  it  is  the  mistake  of  their  lives  —  depend 
upon  it. 

Five  Facts         Here  are  five  good,    solid  facts   that  a   man 

for  the  °         ' 

Footboard,    with  a  few  dollars  to  invest   should  paste  up  at 

the  foot  of  his  bed,  that  he  may   see  them   each 

morning  until   he  acts    (scientists  say  our  heads 

are  clearer  mornings): 

Fact    I .      The   population   of  Greater  New 

York  is  increasing  at  the  rate  of  50,000  a  year. 


JAMES  LENOX. 

The  land  occupied  by 
the  great  Lenox  Library 
on  Fifth  Avenue,  between 
71st  and  7Zd  streets,  was 
taken  by  Mr.  Lenox,  in 
1811,  for  a  debt  of  5400. 
These  lots  arc  to-day 
worth  Jtl,aoo,ooo. 


One  of  the  new  Sub- 
ways being  built  by  the 
City  and  the  Pennsylva- 
nia Railroad. 


—  faster  than  any  other  city  in  the  world 
Fact  2.  By  far  the  heaviest  increase  is  no v 
in  the  Boroughs  of  Kings  (which 
includes  Brooklyn)  and  Queens. 
Fact  3.  Brooklyn  has  only 
about  5,000  acres  of  land  left 
for  available  building,  and,  as 
about  1 ,000  acres  a  year  are  now 
being  used  up  to  furnish  5,000 
new  families  with  homes,  it  fol- 
lows that  in  five  years  at  most 
the  early  land  speculator  will  be 
obliged  to  seek  pastures  new. 

Fact  4.  The  Borough  of 
Queens  is  fast  filling  up  to  ac- 
commodate the  influx  to  New 
York's  business  centers.  Prop- 
erty here  is  bound  to  be  a  gold 
mine.      It  has  been  already,  to 

a  great  extent.  O"'*"  S-°°° 

°  _  Acres  of 

Fact  5.      Staten    Island,    Borough    of  Rich-    Land  in 
,      .  1  •  •  i_  .    Brool'lyn 

mond,    has   great  thmgs  m  store;   but  even    at    Left  for 

the  extra   low  prices   there  now  it  will  be  some   ^  "^  p'."|' 

little   time  before   the   millennium  is  reached  —    Years  wm 

Exhaust  It. 
though  not  so  many   years   hence,    either,  con- 
sidering the  staggering  increase  in  the  population 
of  the  Greater  City. 

Another  question  is  pertinent,  when  you  have 
digested  the  previous  ones,  and  it  is  this  : 

If  New  York's  population  has  grown  from  60,- 
489  souls  in  I  800  to  nearly  4,000,000  in  1 90 1 , 
what  will  the  figures  be  even  fifty  years  hence? 

The  most  thoughtful  answer  may  be  the 
wildest  guess,  and  the  present  generation  always 
makes  fun  of  the  last  one. 


Page  13 


Page  14 


or  prospectus  practically  everything  to  be  presented,  or  whether  a  series  of  booklets  should  be 
employed,  thus  supplying  the  information  on  the  installment  plan. 

The  answer  depends  upon  circumstances  and  conditions.  Where  a  concern  like  Sears, 
Roebuck  &  Co.  deals  in  a  complete  line  of  goods  embracing  almost  everything,  undoubtedly  a 
large  standard  catalog  is  an  absolute  necessity,  but  even  this  large  house  finds  it  advisable  to  issue 
supplementary  catalogs  on  specific  lines,  such  as  sewing  machines,  household  remedies,  etc.  The 
main  catalog  of  course  is  fairly  complete  on  everything,  but  it  is  generally  impossible  here  to  go 
into  the  extended  detail  that  properly  finds  place  in  the  special  catalog. 

Where  an  advertiser  has  but  one  or  two  articles  to  sell,  then  the  question  arises  as  to  the 
advisability  of  one  catalog  or  booklet,  or  several.  In  other  words,  is  it  best  to  print  say  a  64-page 
work  or  one  only  half  the  size,  followed  by  perhaps  two  16-page  booklets?  One  thing  is  to  be 
said  In  favor  of  the  single  large  effort — it  has  a  great  big  look  that  often  impresses  the  recipient. 
On  the  other  hand,  it  is  possible  to  thus  produce  a  heaviness  which  may,  and  frequently  does,  militate 
against  a  careful  reading,  especially  where  but  one  thing  is  treated. 


BOOKLET  AND  CATALOG   ADVERTISING. 


1G3 


Quicklv  scan  the  increases  of  the  past  century 

by  decades  —  perhaps  we  will  get  some  courage 

and    something    to    work    on  : 

^  1800,  60,489  ;  1810  ;  96,- 

373  ;  1820,  123,706  ;  1830, 
202,589;  1840,  312,710; 
1850;  515,547  ;  i»6o,  813,- 
669;  1870,  942,292;  1880, 
1,206,299  ;  '890.  i.5'5'3°'. 
and  when  Greater  New  York 
was  formed  in  1900,  the  popu- 
lations of  the  boroughs  added  to 
Manhattan's  gain  for  the  pre- 
vious ten  years,  swelled  the 
grand  total  to  over  3,000,000, 
while  to-day  it  is  perilously  near 
the  4,000,000  mark. 

Shall  we  say  a  population   of 
10,000,000  in  1950? 

Remember    that    the    present 
attainments  have   been    reached 
without  the  wonderful  improve- 
New  York's    ments  in  transportation  facilities  with  which  we  are 

Population 

now  being  blessed,  and  which  have  hardly  begun. 

Horse  and  cable  street  cars  are  replaced  with 
electricity,  which  motive  power  will  supersede 
steam,  both  on  surface  and  L  roads  ;  and  instead 
of  slow,  snail-like  travel  we  shall  go  whizzing 
through  our  tunnels  and  our  subways  and  over 
distant  fields  at  a  pace  that  whittles  away  time  a 
half — that  takes  five  miles  from  ten. 

Five  years  hence  will  all  but  do  this,  when 
all  parts  of  New  York  and  near-by  Jersey  will 
touch  elbows  by  minutes  —  five  and  ten  mile 
circles  will  have  no  meaning. 


AMOS  R.  END. 

Among  Mr.  Eno's  large 
realty  hoKiings  was  part  of 
the  "Flaliron"  plot  at  lid 
Street  and  Fifth  Avenue, 
bought  in  1853  for$j5,cooj 
balance  secured  by  others 
for$j2,ooo.  Whole  tract 
brought fl ,6oo,oooin  igoo. 
A  "  sky  scraper "  is  being 
erected,  the  end  facing  zjd 
Street,  measuring  only  two 
feet  in  width. 


will  be 

Ten  Millions 

in  Fifty 

Years. 


Coming 
Speed. 


And  as  every  new  spike  is  driven  for  greater 
civilization  we  shall  see  New  York  realty  go 
bounding  skyward,  never  to  come 
down.  Out  and  beyond  the 
present  range  of  vision  new 
tracts  will  be  opened  on  the 
skirts  of  the  old,  and  the  sto- 
ries of  fortunes  gained  will  con- 
continue  to  multiply. 

Another  question  for  you  to 
ask  : 

"  What  other  evidence  — 
FACTS  —  can  be  suggested 
to  convince  me  that  the  out- 
lying districts,  now  for  sale 
cheap,  are  likely  to  rise  much 
higher  in  the  near  future  ?  ' ' 

And  the  answer  is  :  Property 
which  was  much  lower  a  few 
years  ago,  which  has  steadily 
been  on  the  move  ever  since, 
cannot  stand  still  now  that  the 
Greater  City  is  on  the  threshold  of  the  wide- 
open  door  to  increased  prosperity  and  increased 
rapid  transit. 

Read  more  signs  : 

In  I  892,  lots  in  that  section  of  Brooklyn 
known  as  West  Brooklyn  sold  for  $250  apiece  ; 
they  are  in  greater  demand  to-day  at  ^800. 

In  1892,  lots  at  Louona  Park,  Corona, 
brought  $90  ;  to-day  they  will  cost  you  J400. 
A  fine  example  of  a  real  new  section  going  beg- 
ging to  a  few  shrewd  investors.  Result  :  double 
the  profits  over  the  older  Brooklyn  section. 


HERALD  BUILDING. 

The  New  York  Herald 
Building. owned  by  James 
Gordon  Bennctl, stands  on 
leased  ground  at  J4th 
Street  and  Broadway  — 
Herald  Square.  Bougiit  in 
1791  for  5400;  resold  in 
184;  for  less  than  ;f  lo.oco, 
and  now  owned  by  Amer- 
man  Estate.  Value,  gi,- 
450,000. 


Go  by 
the  Signs. 


Page  15 


Page  16 


Again,  if  all  the  powder  is  put  into  a  single  charge,  there  is  nothing  left  for  the  follow  up,  and 
it  is  seldom  good  policy  to  continue  mailing  circular  letters  with  no  interesting  literature  to  accom- 
pany them.  Probably  the  ideal  plan  is  to  follow  up  with  good  booklets  that  supplement  the 
original  literature. 

The  world  is  rapidly  growing  to  an  appreciation  of  things  specific,  and  a  series  of  booklets 
afford  abundant  opportunity  for  several  cover  designs  instead  of  one.  This  refers  to  the  possibili- 
ties of  a  single  product.  Of  course  where  a  refrigerator  manufacturer  has  a  number  of  lines  such 
as  specially  built  boxes  for  hotels,  cold  storage  for  large  produce  dealers,  etc.,  in  addition  to  thj 
ready  made  family  product,  then  it  would  be  folly  to  mail  a  large  catalog  containing  a  preponder- 
ance of  matter  that  could  not  interest  the  average  reader.  The  general  catalog  should  devote  a 
page  or  two  to  the  special  products,  not  forgetting  to  mention  that  those  interested  can  secure 
special  catalogs  on  request. 

As  variety  is  becoming  more  and  more  a  factor  in  advertising  it  will  pay  to  study  effects  where 
the  mail  system  is  employed.      For  example,  an  advertiser  will  find  a  24-page  catalog  on  mattresses, 


Ifi4 


POWELL'S  PRACTICAL  ADVERTISER. 


In  1894,  lots  at  Ingleside,  Flushing,  brought 

Even  Jersey  .,,./'  j 

Feels    $200  apiece  when   this  nne    tract  was  opened 
the  Impulse.  ^p  f^^  building  ;    scarce   to-day 

at  S500. 

Lots  at  Tottenville,  Staten 
Island,  which  sold  slowly  a  few 
vears  ago  at  §90  each,  are 
easily  sold  to-day  at  $250  to 
S3  00. 

Or  take  Jersey,  say,  at  Ave- 
nel  ;  lots  have  felt  the  effects  of 
close  proximity  to  New  York, 
and,  as  a  consequence,  the  ^50 
plots  of  a  few  years  back  are 
now  commanding  $850  each. 
Makes  realty  transactions  right 
in  Greater  New  York  seem 
about  as  sure  as  sunrise  and 
taxes. 

As  a  matter  of  fact,   one  can 
almost   choose    locations    blind- 
folded, though,  of  course,  quick- 
er profits  will  be  gained  by   studying  the  signs. 
Look  about,  consult  the  maps,  and  see  where 
the  new  bridges  are  going,  where  the  network 
of  new  electric  lines  are  reaching,  where  the  tun- 
nels will  land   you  —  then  hesitate,  if  you  want 
to  lose  quick  profits. 

And   while  thinking  about   these  matters,  re- 
Think  of  " 

This,    member  that  the  almost  stupendous  sum  total  of 

$90,000,000  is  now  being  spent  for  improve- 
ments by  the  City  of  New  York  and  the  Penn- 
sylvania Railroad  Company  (the  latter  having 
acquired  the  Long  Island  Road,  simply  for  the 
purpose  of  improved  transportation),  to  enable 


EUGENE  KELLY. 

In  iS79-'8l  he  bought 
the  plots  on  Beekman 
Street,  where  Temple 
Court  stands,  for  $285,000, 
To.da\  worth  $1,500,000. 
Acquired,  !.■'.  1764-'9I,  by 
the  Mercantile  Library  for 
$19,000. 


OLD  BROOKLYN 
BRIDGE. 

Erected  in  1880,  which 
doubled  Brooklyn's  pop- 
ulation in  10  years  and 
quadrupled    property    val- 


us  all  to  do  business  in  the  heart  of  Manhattan,    iy*"" 

Twelve 

and  when  the  day's  labor  is  over  to  skip  home,    YearsEarncd 

five  or  ten   miles   distant,    in  a 

twinkling. 

This  is  no  dream,  but,  in- 
stead, the  well-matured  plans  of 
wise  men,  who  see  the  immedi- 
ate needs  of  the  future.  The 
work  is  going  on. 

When  we  recall  a  short  twelve 
years,  to  the  period  when  the 
old  Martense  farm  in  Brooklyn 
was  first  cut  up  and  offered  to 
the  public  at  a  price  per  acre 
which  is  less  than  small  20  x 
100  lots  now  command,  we 
must  admit  that  something  is 
responsible  for  the  result. 

And  that  "something"  is 
the  constant  development  of  the 
greatest  municipal  empire  on 
earth  —  the  empire  that  controls 
America,  and  will  soon  domi- 
nate the  finances  of  every  country  on  earth, 
as  it  is   doing  already  to  a  great  extent. 

That    empire   is   Greater    New    York  —  the    The  City 

paradise   of  the   man    who  wants   to   make  one   '!]*  „  "'.^^^ 
r  the  Earth. 

dollar  earn  two  in  the  safest  and  quickest  way — 
in  suburban  real  estate. 


One  of  the  three  new 
Brooklyn  Bridges,  now 
Hearing  completion. 


Page  17 


I'age  18 


with  perhaps  the  addition  of  a  leaflet  or  two  showing  some  late  testimonials,  etc.,  a  good  starter  in 
connection  with  the  first  letter.  A  month  later  perhaps  when  the  second  letter  goes  out,  an  8-page 
booklet  of  unique  design,  and  smaller  than  the  first,  will  do  good  work,  while  a  4-page  leaflet 
printed  in  the  best  style,  and  also  containing  additional  facts,  will  make  a  good  consort  to  a  third 
letter.     This  is  a  mere  hint,  and  is  to  open  for  consideration  the  efiicacy  of  continued  effort. 

I  have  noticed  a  tendency  among  certain  advertisers  to  follow  this  plan  of  serial  booklets,  but 
in  many  instances  they  have  adhered  to  a  set  style,  instead  of  departing  from  it  as  they  should. 
Right  here  is  a  good  place  to  say  that  the  old-fogy  idea  of  adopting  one  central  idea  and  never 
deviating  from  it  is  unworthy  of  the  present  age,  when  applied  to  business  literature.  A  trade 
mark  is  a  different  proposition,  but  even  this  useful  adjunct  may  be  overdone,  especially  where  it 
is  plastered  on  everything.  There  is  no  possible  advantage  in  having  a  "  sameness,"  with  the  idea 
that  every  time  a  4  x  5  yellow-covered  booklet  falls  into  a  person's  hands  the  value  will  be  enhanced 
because  some  quickly  seen  peculiarity  of  design,  type  or  trade  mark  suggests  Brown's  Pianos  or 
Smith's  Furniture.     Variety  in  size,  shape,  color  and  design  is  far  better. 


Mediums— Their  Use  and  Rates 


Old  experienced  advertisers  need  little  or  no  advice  as  to  the  selection  of  newspapers,  maga- 
zines, etc.,  since  they  have  passed  the  preliminary  stages  and  make  this  feature  a  constant  study  in 
adding  new  and  weeding  out  old  publications. 

The  mail  order  advertiser  with  keyed  ads.  cannot  be  fooled  very  long,  no  matter  how  great 
may  be  the  claims  of  publishers  and  solicitors.  If  good  copy  fails  to  pull  in  a  given  medium,  it  is 
evidence  enough  for  discontinuance,  especially  if  the  same  ads.  pay  in  similar  other  mediums. 

But  new  advertisers,  especially  those  who  have  no  recourse  to  keyed  ads.,  must  study  the 
situation  carefully,  endeavor  to  start  right  and  continue  to  exercise  vigilance. 

At  the  start  every  novice  in  advertising  should  bear  in  mind  that  careful  experimentation  is 
necessary,  because  no  matter  how  successful  others  in  the  same  line  may  be,  it  by  no  means 
follows  that  the  newcomer  can  take  the  same  amount  of  space  in  the  same  way  and  accomplish 
identical  results. 

Oftentimes,  the  particular  advertising  a  certain  concern  is  doing  would  be  wasteful  extrava- 
gance on  the  part  of  the  new  advertiser.  Again,  the  latter  may  need  to  spend  far  greater  sums  in 
a  given  publication  than  would  be  profitable  for  the  old  timer.  It  all  depends  on  the  circum- 
stances, and  aside  from  following  a  few  well  known  general  rules  already  discussed,  careful,  yet 
persistent,  experimentation  is  necessary. 

By  having  a  more  or  less  definite  working  plan,  subject  to  correction  and  amendment,  and 
faithfully  sticking  to  the  proposition  until  the  experimental  campaign  has  proven  itself,  possible 
failure  will  be  minimized  and  success  made  probable. 

Local  Papers. 

Begin  local  campaigns  with  one  or  two  mediums — dailies  if  there  are  any.  One  unusually 
large  ad.  once  or  twice  a  week  during  the  first  month,  with  the  regular  size  run  between,  will  wake 
up  interest,  and  good  copy  thereafter  will  retain  it.  If  the  store  is  large  enough  to  warrant  a 
six-mch  space  daily,  one  paper  only  may  be  selected — the  leader.  This  will  show  results  within 
two  or  three  months,  and  often  sooner,  depending  on  attractiveness  of  offerings,  copy  and  the 
pulling  qualities  of  the  paper. 

Weekly  papers  generally  return  better  results  by  the  use  of  large  space.  The  advertiser  who 
can  profitably  use  six  inches  space  in  the  daily  should  take  at  least  twice  as  much  in  the  weekly- 
A  certain  class  of  local  advertisers,  such  as  insurance  agents,  painters  and  decorators,  etc.,  having 
no  merchandise  for  sale,  cannot  use  much  space,  and  the  brief  chatty  ad.  of  two  or  three  inches 
e.  o.  d.  in  the  daily,  and  same  space  in  the  weekly  will  be  sufficient.  The  real  estate  dealer  ought 
to  use  as  much  space  as  a  merchant,  each  property  being  assigned  a  small  section,  with  illustrations 
when  possible. 

Don't  forget  to  work  up  to  the  limit,  for  the  ability  to  use  i,ooo  inches  in  a  year  means  the  lowest 
possible  rates.      Many  dailies  of  6,000  circulation  will  sell  bulk  space  at  only  loc.  to  15c.  per  inch. 

A  safe  general  rule  for  any  new  advertiser  is  to  set  aside  say  10  per  cent,  of  last  year's  profits 
for  the  next  twelve  months'  advertising.  Look  upon  it  as  an  investment  pure  and  simple,  and 
don't  EXPECT  more  than  you  would  from  the  same  amount  invested  in  other  ventures. 
I500.00  a  year  in  a  savings  bank  returns  only  from  :^  15.00  to  $20.00  a  year  interest.  Invest  this 
in  good  advertising,  back  it  up  with  good  goods  and  business  attention,  and  100  per  cent,  is  not 
impossible. 

Of  course  there  must  be  a  field.  If  the  dealer  monopolizes  all  the  local  trade  in  his  line,  or 
is  located  in  a  small  village,  then  little  or  no  advertising  is  necessary,  but  in  every  live  centre, 
where  competition  and  growing  population  combine  to  make  it  worth  the  while  to  reach  out  for 
more  trade,  here  the  snappy  business  man  has  everything  to  gain  by  the  proper  use  of  local  papers. 


165 


166 


POWELL'S    PRACTICAL   ADVERTISER. 


The  small  town  dealer  should  occasionally  employ  neatly  printed  circulars  for  mailing  to  a 
list  of  home  owners  living  in  adjoining  towns.  In  this  way  a  drive  on  some  special  things  will  be 
pretty  sure  to  bring  people  into  the  store  and  send  them  away  with  arms  full.  Advertising  is  a 
specific  cure  for  business  stagnation  and  dry  rot. 

I  am  frequently  asked  how  the  local  advertiser  can  tell  whether  a  certain  paper  pays,  since 
there  is  no  opportunity  to  key  ads.  Try  bargains  in  one  paper  only  and  the  special  prices  and 
sales  will  settle  the  question.  Keep  a  sharp  eye  on  papers,  and  where  one  gives  evidence  of 
deteriorating,  a  test  as  suggested  will  determine  worth.  Use  the  leaders  liberally  and  don't  be 
hypnotized  into  cutting  up  an  appropriation  so  that  each  paper  good  and  bad  gets  about  the  same. 

National  Publications. 

Before  quoting  advertising  rates  asked  by  magazines  and  National  mediums,  I  want  to  say  a 
word  about  spreading  from  the  local  to  the  National  field.  Medical  houses  find  95  per  cent,  of 
their  sales  come  through  local  dailies,  and  consequently  they  use  little  space  in  mediums  of  general 
circulation.  Food  products  and  other  specialties  that  any  live  dealer  can  sell  to  some  extent 
without  advertising  often  get  best  results  from  magazines,  etc.  The  latter  are  particularly  good 
for  retaining  an  established  business.  Probably  the  first  good  results  of  the  magazine  are  due  to 
the  sole  effect  on  the  dealer,  who  is  impressed  with  attractive  advertisements.  Magazine  work, 
however,  is  slow  on  most  staples,  whereas,  the  live  local  daily  can  make  a  reputation  in  a  week  or 
month,  because  of  the  quick  touch  with  everybody  in  town  plus  large  space  possibilities.  Both 
classes  of  mediums  are  therefore  good,  and  their  adaptability  should  be  considered  under  various 
conditions. 

Advertising  Rates  of  Leading  National  Publications. 

Students  and  others  who  are  studying  advertising  cost  can  procure  rate  cards  by  addressing  a 
request  to  the  publications.  For  this  purpose  a  good  Newspaper  Directory  will  be  found  invalu- 
able, giving  circulation,  population,  location,  distance  from  large  nearby  cities,  etc. 

The  American  Newspaper  Directory,  published  by  Geo.  P.  Rowell  &  Co.,  10  Spruce  St., 
New  York,  and  Ayer's  Directory,  published  by  N.  W.  Ayer  &  Son,  300  Chestnut  St.,  Philadel- 
phia, are   both   good    works,   the   former  being  considered   standard. 

As  rates  are  subject  to  change  at  any  time,  no  particular  good  can  result  from  a  lengthy  table 
of  rates  in  this  book,  but  I  give  herewith  enough  to  enable  the  reader  to  judge  something  of  the 
cost  of  National  publications. 

Years  ago  a  basis  of  half-a-cent-a-line  per  1000  circulation  was  considered  cheap,  but  with  an 
increasing  number  of  magazines  at  a  reduction  of  publication  expense,  this  ratio  is  now  far  from 
standard.  Large  Metropolitan  dailies.  National  in  scope,  like  the  New  York  American  & 
Journal,  often  sell  space  for  as  little  as  2V  of  a  cent  per  line  per  1000  circulation,  but  of  course  a 
monthly  magazine  cannot  meet  this  rate,  nor  can  many  dailies.  It  is  not  unusual,  however,  for  a 
magazine  when  piling  up  a  large  increased  circulation,  to  give  a  rate  as  low  as  one-fifth  of  a  cent 
per  line  per  1000  circulation,  or  50  cents  per  page  per  1000.      Rates  of  a  few  well  known  magazines : 


Ainslee's  Magazine.. 

Argosy 

Book-Keeper 

Century  Magazine.  .  . 

Cosmopolitan 

Everybody's  Magazine. 
Good  Housekeeping  . 
Harper's  Magazine  .  . 


Yorlc 


Detroit  .  .  .  , 
New  Yotk  , 


Springfield,  Mass. 
New  York 


Circulation 

Page  Rate 

Line  Rate 

265,000 

S250.OO 

i!i.25 

400,000 

250.00 

2.00 

100,000 

120.00 

.70 

150,000 

250.00 

1-75 

315,000 

448,00 

2.00 

950,000 

800.00 

1.80 

200,000 

200.00 

1.25 

150,000 

250.00 

1.50 

Leslie's  Monthly.  .  .  . 
McClure's  Magazine. 
Munsey's  Magazine  . 
Pearson's  Magazine.  . 
Physical  Culture.  .  .  . 
Popular  Magazine.  .  . 
Review  of  Reviews  .  . 
Success 


Circulation    Page  Rate     Line  Rate 


New  York  , 


300,000 
375,000 
644,000 
255,000 
160,000 
200,000 
160,000 
325,000 


S280.00 
416.00 
500.00 
225.00 
160.00 
I ;o.oo 
200.00 
800.00 


Si. 40 
2.00 
3  00 
1.25 
1. 00 
.70 
1.25 
2.00 


The  rates  of  leading  National  weeklies  and  monthlies  are  as  follows  :  Saturday  Evening  Post,  Philadelphia,  700,000, 
$3  per  line  ;  Ladies'  Home  Journal,  Philadelphia,  1,000,000,  $6  per  line  ;  Woman's  Home  Companion,  Springfield,  O., 
450,000,  $2  per  line  ;  Collier's  Weekly,  New  York,  500,000,  ^2.25  per  line  ;  Leslie's  Weekly,  New  York,  100,000,  50c. 
per  line  ;  Puck,  New  York,  55,000,  |i  per  line. 


Drawings  and  En^ravin^s 


Effect  of 


Illustrations,  Photographs  and 
Styles  of  Drawings,  Pencil 
Sketches,  En^ravin^s,  Electro- 
types and  Stereotypes,  and 
Their  Cost  :  :  :  : 


The  importance  of  illustrations  in  advertising  has  been  sufficiently  impressed  throughout  this 
book,  and  as  a  parting  admonition  I  merely  wish  to  urge  advertisers  to  be  liberal  in  this  respect, 
and  not  attempt  a  saving  simply  because  drawings  and  engravings  are  "  so  much  extra. " 

I  have  known  able  business  men  to  pay  25  per  cent,  extra  for  a  preferred  position  in  a  publi- 
cation and  then  become  frightened  at  the  prospect  of  only  10  per  cent,  additional  for  an  illustration 
that  would  double  the  pulling  power  of  the  advertisement  itself. 

It  is  only  necessary  to  appreciate  the  wonderful  effect  of  pictures  and  cartoons  in  general  to 
get  a  fair  idea  as  to  the  power  of  the  properly  illustrated  ad.  Pictures  have  driven  thieves  from 
power  and  disrupted  political  parties.  Pictures  have  educated  ignorant  people  and  turned  bad 
men  mto  righteous  paths.  Pictures  have  moulded  public  opinion  and  created  sentiment,  where 
mere  words  would  have  utterly  failed,  and  all  because  they  are  able  to  tell  the  story  at  a  glance, 
and  photograph  it  on  the  brain. 

All  this,  however,  relates  to  pictures  that  epitomize  the  subject  and  are  pertinent  to  it. 

Applied  to  advertising,  the  pat  illustration  wields  great  power,  but  unfortunately,  a  large 
proporton  of  advertisers  have  not  yet  learned  that  the  illustration  that  illustrates  neither  point  nor 
product  is  worse  than  nothing,  and  wholly  unfit  for  publicity  purposes. 

It  therefore  behooves  the  advertiser  to  use  original  illustrations  that  will  attract  and  emphasize 
the  text  matter,  and  to  persist  in  them,  not  only  in  his  periodical  advertisements,  but  also  in  book- 
let, circular  and  leaflet  matter.  I  say  original  illustrations,  because  every  business  is  important 
enough  to  warrant  it,  and  because  the  adoption  of  stock  cuts  that  are  peddled  over  the  country 
and  used  by  hundreds  means  staleness  and  crudeness.  It  is  generally  impossible  to  get  ready-made 
illustrations  to  fit. 

With  these  facts  impressed,  the  next  thing  is  some  knowledge  as  to  the  methods  employed  in 
producing  illustrations. 

A    Drawing    or    Photograph    the    First    Necessity. 

Before  an  engraving  can  be  made  it  is  necessary  to  have  a  drawing  or  photo  that  can  be 
photographed  directly  on  the  plate  to  be  engraved.  This  applies  to  the  modern  photo  engraving 
process,  which  has  almost  wholly  superseded  the  older  wood  cut,  and  therefore  the  latter  need  not 
be  considered  at  this  time. 

Pen  and  Ink  Drawings  for  Zinc  Etchings  are  made  by  the  artist  in  many  styles,  such  as 
the  Outline  as  per  Specimens  No.  20,  21,  31,  32,  etc.,  the  Shade  as  in  No.  9,  30,  etc.,  the  Sil- 
houette in  No.  6,  and  so  on.  There  are  also  many  other  styles  of  pen  and  ink  drawings, 
including  Spatter,  Crayon,  etc.,  while  still  another  effect  is  produced  by  drawing  the  design  on 
Ross  paper.  The  latter  is  specially  manufactured  cardboard  with  fine  lines  in  many  different 
patterns,  which  show  a  figured  or  shaded  background  instead  of  the  usual  white  ground  as  when 
drawn  on  ordinary  white  cardboard. 

The  Ross  paper  effect  often  resembles  the  fine  mesh  background  of  the  Half-Tone  plate,  as 
may  be  noted  in  the  frontispiece  portrait  design  surrounding  the  oval  portrait  in  this  book.  The 
fine  horizontal  lines  have  a  similar  appearance  to  the  perpendicular  ones  shown  around  the  head 


167 


168  POWELL'S    PRACTICAL  ADVERTISER. 

and  shoulders,  although  the  latter  is  not  the  regular  half-tone  effect,  being  specially  re-engraved 
after  the  half-tone  portrait  plate  was  made.  Note  that  the  black  border  was  drawn  around  and 
into  the  Ross  paper,  and  the  artist  stopped  off  some  of  the  Ross  ground  by  brushing  over  China 
white,  otherwise  this  ground  effect  would  show  close  up  to  the  border. 

The  pen  and  ink  drawing  is  the  simplest  form,  and  is  necessary  for  making  the  Zinc 
Etching.  Special  pen  lettering  is  merely  pen  work  on  a  drawing.  A  zinc  plate  can  not  be  made 
from  a  model  or  photograph,  but  first  necessitates  a  pen  drawing. 

Brush  and  Wash  Drawings  and  Photographs 

are  prepared  for  making  Half-Tone  plates.  An  ordinary  photograph  may  be  used,  or  it  may  be 
copied  by  the  artist  with  the  aid  of  brush  and  pen,  and  this  gives  a  finer  art  effect.  By  aid  of  the 
brush  those  shades  and  "  tones  "  are  produced  that  are  not  unlike  beautiful  clouds. 

All  photographs  produce  better  half-tone  plates  when  touched  up  by  the  artist,  who  is  able  to 
lighten  deep,  black  shadows  and  tone  each  imperfectly  left  in  the  average  photo.  Machinery 
photos  intended  to  show  detail  need  this  touching  up,  and  oftentimes,  where  expense  is  not  con- 
sidered, the  finished  plate  is  tooled  out  or  retouched  by  an  engraver. 

A  brush  drawing  or  photo  cannot  be  used  for  a  Zinc  plate,  as  the  latter  is  an  open  back- 
ground, whereas  the  Half-Tone  has  a  mesh  or  clouded  background.  For  a  zinc  job  the  photo  or 
brush  work  must  first  be  copied  by  the  artist  in  an  open  pen- and  ink  drawing.  A  Half-Tone 
engraving  may  be  distinguished  by  its  background.  All  my  portraits  are  of  this  type.  By  taking 
a  powerful  reading  glass  the  fine  mesh  in  a  Half-Tone  looks  like  net  work.  Fine  paper  admits 
of  a  fine  screen  for  background,  but  daily  paper  stock  requires  a  very  coarse  mesh.  The  fineness 
depends  on  the  number  of  lines  to  the  square  inch,  varying  from  say  70  to  170. 

The  half-tone  is  hardly  adapted  to  daily  paperwork,  as  the  mesh  background  generally  fills 
up  with  ink,  even  when  a  coarse  screen  is  used  in  making  the  plate.  It  is  largely  used  for  this 
class  of  work  because  it  does  not  have  to  be  re-drawn,  as  would  be  the  case  were  a  pen  and  ink 
sketch  prepared  for  a  zinc  plate. 

Pencil  Sketches  and  Cost  of  Drawings. 

Artists  will  first  pencil  out  your  ideas  and  roughly  show  them  before  applying  pen  or  brush. 
This  avoids  errors.      There  is  no  extra  charge  if  final  drawing  is  ordered. 

Pen  and  Ink  Drawings  vary  in  price,  according  to  labor  involved.  Specimens  No.  31,  32, 
etc.,  were  ^10  each;  No.  25  and  37  were  |8  each  without  wheels  ;  No.  38  is  worth  from  $3  to  $5. 
Simple  drawings  like  No.  9  can  be  had  at  a  $1,  or  possibly  less  in  quantity  if  artist  is  not  famous. 

Brush  or  Wash  Drawings  run  to  all  figures.  It  is  nothing  uncommon  to  pay  $100  for  a  fine 
job.      An  average  magazine  page  design  is  about  $15  to  $25. 

Cost  of  En^ravin^s. 

Zinc  Etchings  vary  from  5c.  to  8c.  per  square  inch,  no  job  less  than  50c. 

Half-Tones  vary  from  12c.  to  25c.  per  square  inch,  no  charge  less  than  $1.50  as  a  rule.  A 
combination  Half-Tone  and  Zinc  plate,  if  separately  made  and  then  blocked  together,  is  charged 
at  both  rates,  but  in  the  case  of  my  frontispiece  portrait  in  this  book,  the  pen  and  ink  sketch 
and  photo  were  made  at  one  time,  the  charge  being  loc.  per  square  inch  for  the  former  and 
half-tone  rate  for  the  latter. 

Electrotypes  and  Stereotypes  are  copies  of  original  Zinc  or  Half-Tone  plates.  The  former 
is  now  universally  used  save  by  daily  papers,  where  the  quick  stereotype  is  necessary.  An  Elec- 
trotype of  a  Zinc  Etching  is  equal  to  the  original  plate,  and  is  cheaper,  but  the  best  results  will 
always  be  obtained  by  using  original  half-tones.  Most  magazines  ask  for  these  instead  of 
electrotypes. 


Cyclopedia  of  Retail  and 
Local  Advertisements 


w 


Over  1000  Selections  For  All  Leading  Lines 
and  For  Every-day  Use 


The  advertisements  in  this  collection  are  for  two  purposes — furnishing  ready-made  copy  for 
those  who  haven't  time  to  think  and  write  for  themselves,  and  supplying  material  for  students 
who  are  frequently  called  upon  to  prepare  on  short  notice  ads.  for  lines  they  are  not  familiar  with. 

Nos.  I  to  1 8  show  complete  ads.  as  run  for  a  well  known  New  York  advertiser,  and  while 
in  some  respects  they  are  defective  or  extravagant  in  illustration  and  over-paragraphing,  yet  as  a 
whole  they  are  far  superior  to  most  other  small  ads.  found  in  daily  papers.  For  example,  the 
illustration  of  No.  I2  is  deceptive,  and  might  easily  be  taken  for  an  ice  ad.  No.  15  partakes 
more  of  the  juggler  than  of  clothing,  while  No.  18  conveys  no  impression  at  all.  The  saving 
feature  with  this  sort  of  work  is  open,  chatty  text,  and  as  the  Rogers,  Peet  style  has  come  to  be 
recognized  almost  at  a  glance,  readers  are  not  likely  to  be  deceived  with  inappropriate  illustrative 
ideas.  Still,  pertinent  cuts  would  be  better.  Nos.  2,  3,  5  and  6  are  especially  suggestive  in  showing 
how  unique  illustrations  can  be  made  up  from  the  goods  advertised.  Nos.  19  to  38  are  set  in 
small   type,    but   the   originals  were  complete  in  r2-point  Old  Style  Roman  and  with  illustrations. 

Many  of  the  ads.  in  this  large  collection  were  written  by  my  former  students,  while  others 
came  from  daily  papers  in  various  parts  of  the  country.  In  the  matter  of  display  it  will  be  seen 
that  my  rule  of  something  specific  and  directly  indicative  of  the  text  has  been  ignored  by  many 
who  have  never  realized  the  importance  of  it.  Take  No.  157  for  instance  :  Here  the  display  of 
price  alone  weakens  the  ad.,  since  $38  may  be  high  for  some  things,  while  low  for  a  high-grade 
wagon.  A  couple  of  paragraphs  and  a  display  something  like  this  would  be  better:  "  $38  For  a 
High-Grade  Delivery  Wagon."  This  is  likely  to  catch  the  attention  of  a  store  keeper,  who 
might  see  nothing  in  the  mere  price  alone.  Nos.  161,  196,  378  and  others  are  also  improperly 
displayed,  and  would  be  more  effective  if  made  instantly  clear  to  the  casual  observer. 

As  I  have  said  in  another  department,  where  an  illustration  of  the  goods  is  shown,  then  in- 
direct display  can  often  be  used. 

The  object  in  setting  the  ads.  in  this  department  in  small  type  was  simply  to  concentrate  and 
save  valuable  room.  When  used,  they  should  of  course  be  set  the  usual  size  and  have  illustra- 
tions when  possible.      The  general  absence  of  paragraphing  should  be  remedied. 

A  closing  word  about  re-writing  these  ads.  The  druggist,  for  example,  may  secure  inspira- 
tion from  a  shoe  ad.,  and  it  is  always  a  good  plan  to  study  the  phraseology  of  other  lines.  No. 
59  might  read:  "  No  one  went  thirsty  yesterday — our  soda  was  it  on  relief.  We've  still  plenty 
left,  and  more  hot  days  to  come." 

Whenever  particularly  good  text  matter  is  noted  in  any  ad.,  no  matter  what  the  line  of  busi- 
ness may  be,  it  is  a  good  plan  to  analyze  it  carefully.  Then  endeavor  to  apply  the  inspiration  to 
your  own  requirements.  Mere  copying  is  not  advisable  if  you  intend  to  become  a  good  ad.  writer, 
but  the  key  note  may  be  employed  which,  added  to  your  own  efforts,  will  result  in  more  and  more 
skill  as  time  advances. 

This  work  of  incorporating  the  good  features  of  other  writers'  text  matter  gives  needed  prac- 
tice, and  it  will  not  be  long  before  ideas  and  expressions  of  your  own  will  come  easier  and  with 
more  frequency,  after  which  the  individual  style   may  be  looked  for  as  a  regular  thing. 


169 


170 


No.  1 


POWELL'S    PRACTICAL  ADVERTISER. 

No.  3 


Every  chilly  gust  carries 
down  conviction  that  Fall  over- 
coats are  good  things. 

Ours  certainly  are,  good 
styles  and  good  stuffs. 

$15  to  $42. 

Quarter  sized  collars  have 
solved  the  problem  of  getting 
collars  that  fit  comfortably, 
without  the  expense  of  having 
them  made  to  order. 

A  quarter  each  or  two  for  a 
quarter. 

Rogers,  Peet  &  Company, 
New  York. 


No.  3 


The  sale  scarfs  are  on  the 
run,  but  haven't  all  got  away 
yet. 

8000  four-in-hands  to  start 
with  yesterday — the  result  of 
our  taking  the  remnants  of  a 
busy  season  off  the  hands  of  a 
big  scarf  maker. 

Nothing  less  than  50  cent 
quality. 

25  cents. 

Rogers,  Peet  &  Company, 
New  York. 


Our  whole  stock  of  straw  hats 
is  too  big-  for  one  bite — even 
when  it's  all  marked  down  to 
$1.75;  though  a  majority  of 
them  are  $3,  $3.50  and  $4 
grades. 

So  even  after  yesterday's  sell- 
ing there  are  plenty  left  in  all 
sizes. 

$1-75. 


Boys'    straws    marked    down 
too. 
$1.50. 

Rogers,  Peet  &  Company, 
New  York. 

No.  4 


it 


•  .'.  '"V 


Cuts  that  cut  down  the  ex- 
pense of  starting  a  boy  in  school. 
Boys'  shoes: 

428  pairs,  mostly  calf  and  patent  leather  •  prices 
ran  up  to  $3.50. 
Si/.cs  s!^  to  5'X,  with  heels  ;  $1.50. 
Sizes  8  to  2,  spring  heels  ;  $1.25". 

Boys'  caps: 

600  cloth  caps,  nine-tenths  of  which  were  $1  and 

$i.25- 
25  cents. 

Boys'  stockings: 

475  dozen  pairs,  fast  black  and  seamless  cotton  long 
stockings  ;  sizes  6  to  10. 
2  pairs  for  25  cents. 

Rogers,  Peet  &  Company, 
New  York. 


No.  5 


It's  easy  to  talk,  as  it's  easy  to  walk,  where  you're 
sure  01  your  ground. 

10,000  negligee  shirts. 

All  of  the  make  that  has 
made  up  most  of  our  shirt 
stock  for  years — so  it's  easy  to 
vouch  for  their  making  and  fit. 

All  at  least  $1.50  quality, 
with  a  considerable  proportion 
of  $2  shirts;  and  the  few  dozen 
$2.50  patterns  left  from  a  very 
busy  season. 

85  cents. 

Rogers,  Peet  &  Company, 
New  York. 

No.  6 


Everything  man  and  boy 
needs  for  wear  over  Sunday  or 
any  day — 

And  a  suit  case  to  carry  the 
needfuls,  $5. 

Open  all  day  to-day  to  suit 
every  case. 

Rogers,  Peet  &  Company, 
New  York. 


CYCLOPEDIA    OF    RETAIL   AND    LOCAL   ADVERTISEMENTS.  171 

No,  7  No.  9  No.  11 


Lucky  men ! 

7000  handkerchiefs — the  sort 
we're  glad  to  get  from  our  im- 
porters once  in  a  while  because 
they're  always  so  warmly  wel- 
comed by  men  looking  for  extra 
values. 

Same  linen  that  makes  our 
regular  25c.  hajidkerchiefs — 
both  imported  in  the  piece  and 
hemmed  here — saving  duty,  and 
not  fully  laundered. 

2  for  25  cents. 

3600  pairs  of  suspenders — 
sorts  we've  sold  at  50c. 

25c. 

Rogers,  Peet  &  Company, 
New  York. 


Ko.  s 


It's  the  limit  ! 

The  last  straw  is  called  in 
to-day. 

Soft  hats  take  their  place, 
while  in  soft  hats  nothing  takes 
the  place  of  a  Stetson  if  one 
wants  the  very  best. 

Stetsons,  $5  to  $12. 

The  Fall  Derby  Blocks  are 
here,  too. 

$3,  $4  and  $6. 

Rogers,  Peet  &  Company, 
New  York. 


Lucky  boys! 

3600  pairs  of  the  fast  black 
stockings  so  many  mothers 
bless  us  for  offering  occasional- 
ly at  the  price. 

15c.,  two  pairs  for  25c. 

900  handkerchiefs  —  same 
grade  as  the  bargain  handker- 
chiefs we  have  for  men  to-day 
— only  boys'  size. 

ID  cents. 

1200  pieces  of  boys'  merino 
underwear  ;  has  been  selling 
from  35c.  to  85c.  according  to 
size ;  spring  and  winter  weights. 

35c.,  3  for  $1  now — all  sizes. 

Rogers,  Peet  &  Company, 
New  York. 


No.  10 


We  celebrate  August  ist  by 
reducincf  all  our  straw  hats  to 
$1. 

Boys'  sizes,  50  cents. 

Rogers,  Peet  &  Company, 
New  York. 


Reflect  on  this. 

A  big  dollar's  worth  of  scarf 
for  55  cents,  and  please  don't  feel 
sorry  for  us  as  losing  money. 

The  scarf-maker,  one  of  the 
very  best,  picked  up  some  ba- 
rathea silks  at  a  price  which  let 
him  make  us  a  price.  It's  an 
odd  time  for  a  sale,  right  in  the 
middle  of  our  Fall  bustle,  but 
we  couldn't  resist  the  tempta- 
tion to  pass  on  a  good  thing  to 
our  friends. 

The  scarfs  are  broad  four- 
in-hands,  each  made  of  just  one 
piece  of  silk,  folded  to  meet  in 
the  back  and  stitched. 

All  either  solid  colors,  or 
small  polka  dots  on  solid 
grounds — blues,  black,  red, 
green. 

The  sort  of  thing  that's  al- 
ways in  style,  and  the  quality 
that's  always  $i  or  more. 

55  cents. 

Rogers,  Peet  &  Company, 
New  York. 

No.  12 


We're  "cutting  ice"  already. 

Three  stores  brimming  over 
with  good  clothing,  furnishings, 
hats  and  shoes  do  the  trick. 

For  man  or  boy. 

Rogers,  Peet  &  Company, 
New  York. 


172 


No.  13 


POWELL'S  PRACTICAL  ADVERTISER. 

No.  15 


Hist!! 

Every  wool  crash  and  home- 
spun suit  in  our  stock  goes  to 
$io. 

Not  many  of  a  pattern  but 
many  a  pattern. 

The  bulk  of  the  sizes  is  the 
bulk  of  most  men — from  34  to 
38  chest  measure. 

The  prices  were  from  $15  to 
$25 — a  good  many  of  the  suits 
are  made  with  vests. 

$10. 


among 


Plenty  of  good  picking  yet 
the  mixture  suits  at 
$12.50;  while  the  covert  top 
coats  at  $  I  5  invite  a  consider- 
able saving — they  were  all  sorts 
of  prices  up  to  $28. 

Rogers,  Peet  &  Company, 

New  York. 

No.  14 


Bathing  suits  on  top. 

$3  to  $6. 

Going  under — cool  under- 
wear. 

All  the  good  thin  materials, 
from  old  stand  bys  like  lisle  and 
balbriggan  to  the  newer  fangled 
"Cobweb"  and  "Linen  Mesh." 

Rogers,  Peet  &  Company, 
New  York. 


Good! 
Better!! 

Best!!! 

Which  is  which  for  you? 

A  short  tan  covert  coat  for 
knockabout  and  business  wear; 
$15  to  $35. 

A  dark  knee  length  for  even- 
ing and  general  utility;  $15 
to  $30. 

A  long  rain  coat  of  fine 
cravenetted  cloth  for  most  any 
time  or  season;  $16  to  $35. 

Whichever  you  decide  on  is 
here. 

Rogers,  Peet  &  Company, 
New  York. 

No.  16 


O! 

Stands  for  overcoat. 

Have  you  an  opening  for  a 
Fall  weight? 

Or  for  a  Fall  weight  mixture 
suit? 

The  cream  of  ours  are  wait- 
ing for  the  critical. 

Men  and  boys. 

Rogers,  Peet  &  Company, 
New  York. 


No.  17 


Any  man  who  can't  always 
run  to  cover  when  it  rains  ought 
to  wear  a  walkinof  shoe  that's 
waterproofed. 

Our  "Pedestrian"  shoe  is 
guaranteed  waterproof — though 
it  has  none  of  the  ungainly  look 
common  to  most  waterproof 
shoes. 

$5 ;  boys'  sizes,  $4. 

A  raincoat,  cravenetted,  com- 
pletes the  protection  against 
sudden  showers. 

$18  to  $35. 

Rogers,  Peet  &  Company, 
New  York. 


No.  18 


Are  you  ready  for  a  sudden 
Fall? 

Fall  suits. 

Fall  overcoats  and  raincoats. 

Fall  underwear,  shirts  and 
gloves. 

Fall  Derbies  and  soft  hats. 

Fall  shoes — waterproofed. 

All  ready  to  be  picked  up  by 
man  or  boy. 

Rogers,  Peet  &  Company, 
New  York. 


CYCLOPEDIA   OF    RETAIL   AND    LOCAL   ADVERTISEMENTS.  173 


No.  19 


No.  25 


N«i.  30 


No.  35 


A  pair  of  shoes  can't  be  mates 
unless  thev're  different. 

Odd,  isn't  it? 

"Pedestrians"  are  different  but 
not  at  all  odd— while  their  first 
aim  is  all  possible  comfort  in 
walking  they  still  have  all  the 
style  and  swing  the  most  critical 
wearer  demands. 

Men's,  $5  ;  boys*  $4. 

Rogers,  Pket  &  Company, 
New  Youk. 


You  can  never  tell  ! 

Tuesday  you  sweltered,  Wed- 
nesday you  puddled,  to-day — 

Whatever  to-day  is,  you  may 
need  a  Fall  overcoat  to-night, 
perhaps  one  that's  rainproof. 

We've  so  many  gm.d  sorts  of 
covert  topcoats,  medium  length^, 
and  long  raincoats,  that  we've 
probably  the  very  thing  you  want. 

Rogers,  Feet  &  Company, 
New  York. 


As  the  year's  best  walking  sen- 
son  comes  on,  the  "Pedestrian" 
shoe  steps  to  the  front  again 

A  most  comfortable  last  for 
walking. 

And,  by  the  way,  a  water-proof 
shoe. 

Rogers,  Peet  &  Company, 
New  York. 


A  sensible  shoe — stylish,  too 

The  Pedestrian. 

Studied  out  for  comfort  in 
walking. 

Stamped  with  our  name  fi  -r 
quality. 

Heavy  calf,  laced. 

Waterproofed. 

$5;  boys'  sizes,  $4. 

Our  special  S  i ,  50  waUting  glove 
goes  hand  in  glove  with  anything 
stylish. 

Rogers,  Peet  &  Company, 
New  York. 


No. 


At  home. 

Mondays  until  Saturdays. 

From  S  to  b. 

To  meet  men  who  need  frock 
coats  for  "At  homes.'' who  need 
evening  suits,  good  business  suits 
or  anything  else  men  wear. 

Rogers,  Peet  &  Company, 
New  Yurk. 


Comfort  will  dog  your  steps  if 
you  wear  a  "Pedestrian"  shoe. 

Made  from  stout  leather  on  a 
last  made  for  comfort. 

But  a  stylish  last  loo. 

Waterproofed. 

ts-  

Same  shoe  in  boys'  sizes;  $4. 

Rogers,  Peet  &  Company, 

New  York. 


A  case  you  can  check  with 
s.ifety  and  carry  with  pride. 

A  case  made  especially  for  us 
of  far  better  material  than  the 
usual  $5  case;  white  oak  tanned 
leather  on  a  stout  steel  frame, 
linen  lined. 

It's  better  because  we've  been 
selling  better  $$  suit  cases  so  long 
tliat  now  we  can  buy  and  sell 
unusual  quantities. 

Quarter-masters — 

Quarter  size  collars  that  have 
ni.istered  the  problem  of  collar 
coiiifurt. 

Rogers,  Peet  &  Company. 
New  York. 


No.  26 


After  the  boys  had  a  merry 
whirl  at  the  $4  75  sale  suits  yes- 
terday, here's  what's  left: — 

A  quantity  of  three-piece  suits 
in  blues  and  blacks,  and  say  2^0 
double-breasted  mixture  suits— 
these  both  in  sizes  from  8  to  12 
years. 

Perhaps  r  50  Norfolk  suits;  sizes 
S  to  14  years. 

But  for  stout  boys  of  from  i%  to 
16  wearing  three-piece  suits— 
some  of  the  best  things  in  the 
sale  are  left. 

?4-75- 

Rogers,  Peet  &  Company, 
New  Y(  pkk  , 


No.   27 

A  really  waterproof  shoe  is  to 

any  old  sort  of  rubber 

shoe  what 

a   modem   revolver  is 

to   a   flint 

lock. 

Lighter  to  carry. 

Neater  to  see 

More  comfortable  to 

use. 

**Dry    Foot"    is    a 

black   calf 

walking  shoe  that  we 

guarantee 

waterproof. 

Men's  sizes;  S5. 

Boys  sizes;  ^4. 

Rogers,  Peet  &  Company.        | 

New  York 

No.  28 


Autumn  leaves  from  our  hat 
book. 

In  our  $3  Derby  most  of  the 
cost  goes  into  solid  wearing 
qualities— it's  the  hat  for  the  man 
who  wants  the  most  wear  for  his 
money. 

In  our  $4  Derby  there's  ju'^t 
as  much  wear  and  besides  it  lias 
all  the  fineness  of  quality  of  the 
usual  $5  hats. 

Fall  suits  are  leaving  here  fast; 
Fall  overcoats  too,  not  leaving 
out  raincoats. 

Rogers,  Peet  &  Company, 
New  York. 


No.  20 


A  ground  of  gray. 

Just  a  dash  of  color — in  over- 
plaid,  line  or  sprinkling. 

That's  the  best  mixture  for 
suits  this  Fall  and  Winter— but  the 
best  of  all  our  mixture  suits  is 
that  we  use  no  fabrics  that  we 
cannot  guarantee. 

That's  the  rule  with  everything 
we  sell — suits,  overcoats,  furnisli- 
ings,  hats  and  shoes. 

For  men  and  boys. 

Rogers,  Peet  &  Company, 
New  York. 


Because  we  don't  believe  in 
blowing  about  ordinary  reductions 
—don't  you  believe  we  haven't 
excellent  suit  values  to  offer  now. 

At  S15,  and  from  that  to  $;S, 
w6  still  have  good  lines  of  winter 
mixture  suits,  practically  all  of 
wliich  are  some  dollars  below 
their  originally  reasonable  prices 
-and  at  $15  a  number  of  light 
weight  serges  and  cheviot  suits 
also  offer  more  than  usual  values. 

Negligee    shirts    for    spring- 
brighter  and  earlier  than  usual. 
$1 .50  to  $2.50. 

Rogers,  Peet  &  Company, 
New  York. 


No.  31 


A  stranger  to  our  clotlies  might 
think  our  mail  order  system  a 
"heads  you  win,  tails  we  lose" 
affair. 

For  we  take  all  the  chances  ; 
deliver  free  within  100  miles  of 
our  stores,  and  specify  that  any 
thing  we  send  anywhere  is 
returnable  at  our  expense,  if  not 
exactly  to  the  customer's  taste. 

But  we  have  our  mail  ord^r 
system  down  so  fine  and  our 
clothing  so  good  that  the  chances 
are  big  that  nothing's  returned. 

May  we  send  samples  of  Fall 
suits  and  overcoats,  with  measure 
forms? 

For  man  or  boy. 

Rogers,  Peet  &  Company, 
New  York. 


No.  32 


About  small  sizes. 

All  our  Winter  overcoats  and 
mixture  suits  in  chests  32,  33  and 
34  have  been  pitched  in  at  re- 
duced prices 

Overcoats,  $i5-formeriy  up  to 

S28 

Suits$i2  and  $15— formeriy  up 

to  $22  and  $zs- 

Boys'  long  trouser  mixture 
suits  sizes  tj,  14,  15,  are  all  ?io 
and  $13  now. 

Rogers,  Peet  &  Company, 
New  York. 


No.  33 


Can't  we  help  you  out  with 
some  of  the  errands  you're  brinc- 
ing  back  from  the  country  wirh 
yuu  this  morning? 

Clothing? 

Furnishings? 

Hats? 

Shoes  ? 

For  man  or  boy? 

We  deliver  free  anywhere  with- 
in a  hundred  miles  from  New 
York  City. 

Rogers,  Peet  &  Company, 
New  York. 


No.  34 


Belted  backs  were  never  popu- 
lar with  boys  until  lately. 

Now,  even  men  want  them,  on 
overcoats -tourist  coats  they're 
called. 

In  the  proper  sorts  of  mixtures. 

Men's  sizes;  $22  to  iFjg. 

Boys'  sizes;  $14  to  $16. 

Every  other  good  sort  of  over- 
coat for  man  or  boy. 

Rogers,  Peet  &  Company, 
New  York. 


At  sea  we  make  sail  by 
raising  sotnetliing—uii 
land  we  make  sales  by 
lowering  soiiiulhlii^. 

All  we  have  left  of  our  boys' 
wash  suits,  about  450  sailor  and 
luo  Russian  suits  of  various 
washable  materials;  prices  wire 
?i,25  to  $7— though  mnst  of  the 
suits  were  from  $2.50  to  54  5°- 

Sizes  3  to  10. 

I..15. 

2^0  pairs  of  boys'  separate 
washable  trousers— white  linen 
and  crashes;  sizes  3  to  6;  were  $1 
to  51.75. 

50  cents  a  pair. 

24q  sailor  suits,  mostly  blue 
serges;  sizes  3  to  5. 

Made  to  sell  at  from  $5  to  $9. 

Rogers,  Peet  &  Company, 
Ni-w  York. 


No.   ?.C^ 


Boys'  negligee  shirts  and 
blouses    have    had    a    knockout 

Qoo  boys'  negligees-  all  ?i, 
$1  35  and  $1.50  sorts. 

Sizes  12  to  14. 

65  cents. 

1000  boys' blouses,  all  ?i  and 
$135  sorts. 

Sizes  4  to  15. 

50  cents. 


Though  most  of  the  men's  85 
cent  negligees  are  gone,  those  left 
are  all  right  for  we  had  nothing 
under  $1.50  quality. 

Rogers,  Peet  &  Combany, 
New  York. 


No.  37 


Nothing  small  about  values  in 
the  $2.85  shoe  sale. 

About  two-lliirds  of  the  1700 
pairs  were  $5  stock;  the  rest 
regular  ;?3. 50  goods. 

AH  sizes,  but  m  7,  7/^  ^""^  ** 
mostly  narrow  widths;  patent 
leather  and  calf. 

g2.85. 

175  boys'  reefers  and  overcoats, 
all  made  to  sell  at  from  ?7.50 
to  $q. 

Sizes  3  to  7. 

Rogers,  Peet  &  Company, 
New  York. 


"Birds"  we've  salted  down  for 
boys. 

Some  of  'em — 

Tan  covert  top-coats;  $7.50  to 
512. 

Rain-coats  of  fine  worsteds, 
cravenetted;  sizes  9  to  16;  $12 
to  ?iS. 

Derby  hats;  $1.90  to  J3. 

Shoes-  on  our  famous  "Pedes- 
trian" last;  $4. 

Pajamas;   sizes   6  to    18;  $t  to 

?2.25 

Made  just  as  well  as  our  men's 
things. 

Rogers,  Peet  &.  Company, 
New  YciKK. 


174 


POWELL'S   PRACTICAL  ADVERTISER. 


No,  39 


No.  45 


No.  52 


No.   50 


It  seems  incredible  that  any 
modem  mercliaiit  should  cling  to 
the  "  P.  M."  system^the  scheme 
once  universal  in  the  clothing 
business  of  disposing  of  undesir- 
able goods  by  giving  a  premium 
to  any  salesman  who  works  Ihem 
off. 

It  has  no  place  in  our  stores. 

For  we  long  ago  realized  what 
bad  business  it  is  in  the  long  run 
to  sell  a  customer  anything  which 
for  any  reason  will  not  be  satis- 
factory ;  and  instead  of  "  P.  M.'s" 
for  the  salesmen  next  season,  we 
dispose  of  our  stock  through  prop- 
er reductions  in  price  the  first 
season , 

So  our  stock  is  always  fresh 
and  new  and  there's  no  Incentive 
to  any  salesman  to  persuade  a  cus- 
tomer to  select  a  slow-selling  pat- 
tern in  preference  to  the  best  we 
have. 


No.  40 


If  you  would  feast  your  eyes — 
There's  an  array  of  line  winter 
suits  and  overcoats  in   our  three 
stores  that  are  eye  openers. 
For  men  and  boys. 


No.   41 


If  good  looks  count  for  anything 
our  Kail  suits  certainly  deserve  the 
howling  success  they've  had. 

The  patterns  have  lots  of  char- 
acter, without  being  conspicuous. 

The  fabrics  have  lots  of  strength 
without  being  coarse — worsteds 
and  worsted-cheviots  predomi- 
nate. 

$i6  to  ^38. 


No.  4'i 


Is  a  handsome  hat  a  h  a  p  p  y 
thought  for  him.' 

Silk  hats  ;  $6. 

Opera  hats  ;  $8. 

Derby  hats  ;  ^3 ,  #4  and  $6 . 

Hat  boxes  holding  one  or  two 
hats 

Umbrellas — some  ^5  sorts  art; 
?3-3S- 

Dressing  gowns. 

Scarfs. 

Handkerchiefs,  in  Xmas  boxes. 

Dozens  of  other  useful  gifts  for 
men. 


No.    43 


If  there's  a  head  for  which  we 
haven't  a  becoming  soft  hat,  we 
wish  the  owner  would  let  us  see  it. 

The  famous  Stetson  soft  hats 
come  in  so  many  Fall  shapes  and 
we've  so  many  of  those  shapi^s 
that  we're  reauy  for  all  comers. 

All  ready  with  Fall  suits  and 
Fall  overcoats  lou. 


No.   44 


Just  as  school  closes  we  close 
out  these  small  boys'  sailor  suits 
—the  price  is  almost  trivial. 

500  suits  ;  serges  and  a  few  mix- 
tures— mostly  sizes  3,  4,  5  and  6, 
with  some  scattering  suits  up  to 
12  years. 

55  to  ^9  values. 

All  $2  75. 

The  sale  of  men's  $5  shoes  at 
1^3.50  goes  merrily  on, 

Over  2000  pairs  to  start  with 
yesterday  makes  good  picking  to- 
day—and anyhow  there's  not  a 
pair  in  the  sale  of  less  than  $$ 
value. 

Plenty  of  low  cuts  left. 

$3  5"- 


If  any  custom-tailor  man  wants 
to  see  how  the  wind  blows  in  suits 
for  the  coming  Winter,  we  should 
be  glad  to  show  him. 

We've  a  variety  of  patterns 
that  would  stagger  the  average 
merchant  tailor,  and  as  they  are 
all  made  up  the  critic  may  judge 
tliem  fairly — a  difficult  thing  with 
piece  goods. 

The  more  expensive  silk  lined 
suits  will  interest  him  as  heine  ex- 
actly the  sort  of  thing  for  which 
he  expects  to  pay  his  tailor  about 
half  as  much  again. 

But  the  most  surprising  fact  is 
the  richness  of  effect  obtained  in 
suits  at  medium  prices,  say  from 
522  to  $30. 


No.   40 


If  you've  any  question  about 
anything  to  wear — ask  us. 

We  will  show  you  the  right 
things  in  clothing,  furnishings, 
hats  and  shoes. 

Man  or  lioy. 


Nf».    47 


It  may  still  he  warm  in  spots. 

Hut  winter  is  due  and  to  give 
our  winter  overcoats  their  due 
they're  all  ready  to  be  taken  out 
to  see  the  other  new  warm  things 
-  like  the  Subway, 

Paddocks  ;  belted  tourist  coats  ; 
long  loose  coats  ;  the  more  con- 
servative knee  lengths;  raincoats; 
ulsters. 

Each  in  its  appropriate  mater- 
ials ;   serge  and  silk  lined. 


No.   48 


In  the  Pedestrian  shoe  we  feel 
that  we  have  reached  the  tip-top  of 
walking-shoe  making. 

A  stout  calf  shoe,  on  a  last  es- 
pecially adapted  for  walking,  yet 
lull  of  style — waterproofed  too. 

»5.  

The  Fall  suits  and  overcoats 
we  have  ready  f()r  men  and  boys 
are  on  the  same  level —tip-lop. 


Nn.    49 


If  you  stick  to  a  Summer  suit 
you  must  have  a  light  overcoat  for 
morning,  noon  on  tlie  open  cars, 
and  night. 

Every  good  sort  of  light  over- 
coat. 

?i5toS42- 

If  you're  ready  for  a  Fall  suit, 
it's  ready  for  you  in  a  host  of 
handsome  patterns. 

$16  tu  <^^. 


No.  no 


It's  a  liard  nut  to  crack — decid- 
ing whether  your  Winter  suit 
shall  be  of  a  rough  or  smooth  cloth 
—cheviot  or  worsted 

You  might  look  over  a  great  big 
assortment  of  both  sorts  in  good 
patterns  ;  we  have  'em  both. 

Then  perhaps  you'll  compro- 
mise on  a  worsted  cheviot,  a 
smooth  cloth  witli  a  roughish  face. 

Plenty  of  lho>e,  too. 


No.    51 


L.ibor  Day  is  too  short  for  la- 
bored talk  about  clothing,  fur- 
nishings, hats  and  shoes. 

We're  holidaying  ;  open  bright 
and  early  to-morrow. 

The  new  Fall  overcoats  and 
suits  are  ready. 


Just  revolve  in   your  mind  the 
things  you'll  need  to-morrow. 
Frock  coat. 
Trousers. 
Waistcoat. 
Patent  leather  shoes. 
Scarf. 
Silk  hat. 
We  have  them  all. 


No.  63 


Like  a  tame  elevator,  prices  al- 
ways descend  gradually  about  this 
season. 

It's  winter  sack  suits  this  time. 

Tlicy've  just  taken  quite  a  drop 
—  53,53  or  ;?4  off  many  patterns 
at  all  prices,  while  several  hun- 
dred struck  bottom  at  ^15, 


No.   64 


Just  two  weeks  to  Christmas. 

To  give  zest  to  holiday  buying 
we've  marked  a  lot  of  handsome 
house  coats  at  $6,50  that  usually 
would  be  58  or  Sq — all  double 
faced  cloths  of  rich,  subdued  col- 
ors 

Other  house  coats  up  to  $15. 

Imported  dressing  gowns  of  vi- 
cuna, camelshair  and  wool 
blanketings — plain  or  Jacquard 
weaves  ;  ;?i2  to  $20. 

Imported  bath  robe  s— both 
wool  and  terry  towelling  ;  #5  to 
$12.50. 


No. 


Lots  of  time  this  morning  to 
send  you  anything  man  or  boy 
wears  ;  'phone  us. 

The  shutters  don't  go  up  until 
12  ;  then  they  stay  up  until  Tues- 
day. 


No.  r,v* 


Lucky  shoes  ! 

Not  old  shoes,  either,  but  our 
maker's  samples  and  so  the  new- 
est things, 

1250  pairs  of  ?s  quality,  with  a 
good  sprinkling  of  Sb  shoes. 

450  pairs  more  of  $5  shoes  from 
our  own  shelves. 

More  than  half  of  all  are  patent 
leathers  ;  lace  and  buttoned — the 
balance  calf  and  vici  kid. 

.All  sizes  ;  all  widths. 

53  50. 


No. 


Next  best  to  web  feet — 

Waterproof  feet. 

"  Pedestrian  "  shoes  are  guar- 
anteed waterproof ,  though  they're 
apparently  only  a  specially  stylish 
heavy  walking  shoe. 

$5  ;  boys'  sizes,  $4. 

Quarter-size  collars  are  a  sensi- 
ble innovation. 
25  cents  each  or  two  for  25  cents. 


No.   68 


Plenty  <'f  thin  coats  on  hand, 
better  on  your  back 

Our  alpaca  coats,  skeleton  scre- 
es, nun's  cloths,  etc., are  thorough- 
ly reliable  in  strength,  color  and 
style.     ?3  and  up. 

7V/;'«  business  suits,  t/iin  out- 
ing suits  and  extra  trousers  an- 
plentiful  here. 

'/'/tin  negliges,  //*/«  underwear, 
//tin  hosiery.  i/tt'K  fixings  for  sum- 
mer wear. 

'/'/tin  prices  in  all  departments 
— it's  a  tunc  for  cutting  and  slash- 
ing to  close  out  all  Mm  goods. 


No  one  wore  shoes  yesterday — 
goloshes  were  it. 

So  we've  still  plenty  of  $5  and 
53.50  shoes  at  $2.85. 


r>o 


Nothing  incendiary  in  firing 
your  straw  now — just  good  sense. 

It's  rather  late  and  your  straw 
is  probably  soiled  and  soft  hats 
are  so  easy. 

All  the  Fall  shades  and  shapes 
of  soft  hats,  S3.50  to  $12. 

There's  a  rich  new  brown  at  ^5. 


"  Mocha," 

That's  the  newest  brown  shade 
of  tlie  newest  soft  hat  to  catch  on 
with  young  men. 

Stetson  seems  to  be  the  only 
maker  who  has  caught  the  full 
rich  coffee  shade,  and  the  hats 
are  just  a-sailing  out  of  our  stores 
as  fast  as  we  can  get  them  from 
the  Stetson  factory. 

It's;?5,as  are  many  others  of 
the  new  things  in  Stetson's  soft 
hats. 


No.  63 


Out  of  sight. 

That  describes  the  good  cloth- 
ing, furnishings,  hats  and  shoes 
that  are  just  the  things  you're 
hunting  for. 

For  man  or  hoy. 


No.   63 


Most  of  our  old  friends  know 
ttiat  one  reason  why  we  have  no 
old  goods  in  stock  is  because  we 
are  constantly  marking  down  slow 
sellers  until  they  jump. 

Just  made  a  mark. 

60  Overcoats  at  $55,  and  90  at 
550  join  the  $38  band  ;  while  sev- 
eral hundred  others  of  our  finest 
silk-lined  overcoats  lose  $$  to  $7 
of  their  price  ;  now  J30,  $32  and 
?3S- 

All  knee-length  garments  of 
conservative  cut. 


No.    Hi 


Presto  1 

A  new  pair  of  striped  trousers — 
and  the  coat  and  vest  of  your  win- 
ter suit  take  a  new  lease  of  life 

A  splendid  lot  of  patterns  at  $5 
and  $(3  ;  finer  qualities  up  to  J.12. 

A  not-too-fancy  waistcoat  is  an- 
other useful  yarinent. 
?3o"  t*J  ^'i- 


No.   66 


Punched  a  hole  in  our  I'.inam.i 
price. 

Real  Panama  hats — hats  of  a 
quality  that  a  year  or  t«o  acn 
would  have  brought  $18  or  f-ia 
most  anywhere. 

Just  a  few  dozens;  our  prices 
yesterday  were  f$  and  5>o. 

'    ^^-  __ 

Everything  man  or  boy  needs 
for  wear  over  the  holiday  is  ready 
l(i-day  at  our  three  stores. 

Hathing  suits,  tennis  shoes,  rid- 
ing breeches,  duck  tennis  hats, 
ram  coats,  golf  bails,  neglige 
shirts,  ducK  trousers,  dress  suit 
cases. 

To-morrow  we  close  at  12  noon. 


CYCLOPEDIA   OF    RETAIL   AND    LOCAL   ADVERTISEMENTS. 


175 


No.  r.fi 


No. 


No,  78 


No.   8.> 


On  Siminier  lines  : 

A  rattling  cuod  shirt  line — neg- 
Hses  with  plaited  and  plain 
bos'tnis  ;  ;?  1.50  to  $3  50. 

A  line  of  underwear  including 
all  thin  fabrics  most  men  know, 
and  all  the  best  of  the  newer 
things,  like  Linen  Mesh  and 
Ramie. 

Straw  hats,  suit  cases,  Summer 
scarfs,  suits  of  airy  homespun. 

Last  but  not  least— low  shoes 
on  lasts  full  of  style  ;  ^3. 50  and  $5. 


No.    <i7 


<^nly  a  few  hundred  ;?i.S5  der- 
bies left  to-day— the  crop  wasn't 
big,  and  over  a  thousand  were 
gathered  yesterday  by  our  friends. 

"Seconds"  of  our  regular  S3 
and  54  derbies. 

Sizes  still  good. 

At  J?2o  and  $25  our  winter  over- 
cost  stock  offets  unusually  good 
values;  while  for  ^5  or  Sio  more 
you  may  pick  up  a  garment  that 
was  considerably  higlier. 


Nn.    GS 


Our  busy-ness  day. 

Business  shirts  at  S5C. 

2200  in  stripes  and  figures,  cuffs 
attached  and  detached. 

All  ^1.50  and  $z  qualities  of  the 
best  make — the  make  we've  sold 
for  years. 


Also  450  neglige  shirts,  attached 
cuffs  ;  odds  and  ends  of  our  $1  50 
fall  stock. 

85c.,  too. 


No.  69 


"  Pretty  smooth." 

Tliat  describes  many  of  our  Fall 
suits  whose  handsome  cloths  are 
smooth-finished  worsteds  and 
worsted  cheviots. 

The  rough  cloths  are  just  as 
good  looking. 

gi6  to  JB38. 

Came  pretty  near  being  Kail 
overcoat  weather  yesterday. 

Will  you  have  a  short  covert,  a 
knee  length  of  dark  soft  goods,  a 
paddock  or  a  raincoat? 


70 


Prices  of  our  boys'  suits  have 
had  some  hard  knocks — wen  t  down 
under  them,  leavmg  unusual  val- 
ues all  along  the  hne. 

Most  of  our  boys'  Norfolk  and 
double  breasted  suits,  and  all  of 
our  boys'  three-piece  suits  are  ^5 
now,  coming  down  from  prices  in 
some  cases  as  high  as  $12, 

P>oys' washable  suits  got  a  touch 
of  the  same  knock. 


No.    71 


Cold  contracts. 

So  it's  natural  that  as  Winter 
progresses  and  the  mercury  goes 
down,  ourovercoat  and  suit  prices 
should  shrink. 

Tliat's  what's  happened,  affect- 
ing many  of  our  finest  overcoats  to 
the  extent  of  from  $5  to  Si  5,  and 
bringing  many  mixture  suits  to 
the  ^15  level. 

Boys*  suits  and  overcoats  are 
down,  too. 

We've  quantities  of  the  things 
that  women  like  to  give  men,  in 
the  qualities  men  get  themselves. 

Scarfs,  gloves,  mufflers,  house 
coats,  suit-cases  are  examples, 


Count  the  Christmasgilts you're 
going  to  make. 

Then  if  you  need  a  new  suit  nr 
overcoat  you'll  be  glad  to  know 
that  we  have  made  material  re- 
ductions all  througliour  suit  stock 
and  among  our  finest  overcoats. 

One  result — several  hundred 
mixture  suits  on  the  $1$  tables. 

Many  ynung  men's  suits,  sizes 
32.  33.34,liave  been  marked  down 
too— they're  always  $2  or  ;^3  less 
than  men's  sizes  in  the  same  pat- 
terns. 

Fancy  handled  umbrellas,  nf  #5 
quality,  all  silk,  make  good  gilts 
at  ?3-35- 


No. 


Even  had  Ponce  de  Leon  found 
the  spring  of  eternal  youth  uf 
which  he  dreamed,  lie  might  nut 
have  been  able  to  wear  our 
"  youths  "  clothes. 

For  in  marking  clothes  we  limit 
"  youth  "  strictly  to  men  of  32.  33 
and  34  inch  chest — regardless  of 
age. 

For  them  we  cut  suits  of  pat- 
terns more  chipper  than  most 
larger  mtn  wear. 

For  them  we  make  suits  of  a 
more  pronounced  style  than 
stouter  men  affect. 

Extra  lucky  they  are,  because 
even  for  patterns  the  same  as  111 
larger  sizes,  the  ''youths''  sizes 
are  always  $2  or  $3  less. 


No.  74 


Don't  hug  the  heater. 
Needn't  if  a  new  warm  overcoat 
embraces  you 

Conservative  knee  lengths. 

Long  full  back  coats. 

Paddocks. 

Belted  backs. 

Ulsters. 

All  in  their  proper  cloths. 


No. 


Forget  to-day  may  spell  regret 
to-morrow. 

Shirts  ? 

Scarfs  ? 

Suit  case  or  bag  ? 

Soft  hat  ? 

Tennis  shoes ? 

Bathing  suit  ? 

Or  is  it  something  else  to  wear 
that  you'll  need  over  the  holiday  ? 

Fall  overcoats  and  suits  are 
ready. 

Stores  close  at  noon  to-morrow. 


No.  76 


"  English  squares." 

Four-in-hands. 

A  quantity  of  rich  scarfs  that 
we've  had  on  our  shelves  at  $1 
and  $1.50 — about  half  at  each 
price. 

85  cents. 


No.    77 


Furnishings  can 't  be  "  too 
fresh," 

"Business"  shirts — the  pat- 
terned stiff  bosom  sort,  are  just 
from  the  makers  ;  $1.50  to  $2.50. 

Neckwear— every  scarf  made 
for  this  Fall,  50  cents  to $2. 

Pajamas  just  out  of  the  boxes, 
and  from  the  exceptional  $1  sort 
up  they're  the  prettiest  patterns 
ever. 

Gloves,  underwear,  canes,  fan- 
cy handkerchiefs,  hosiery— fresh 
specimens  of  the  newest  things. 


Entrance  to  our  most  exclusive 
circles  of  colored  stiff  bosom 
shirts  is  $1  50,  $2  and  $2.50. 

Exclusive— most  all  the  pat- 
terns are  exclusively  ours  until 
they're  yours. 

The  best  fitting  shirts  we've 
ever  found  ready  to  wear. 


No.  70 


Evening  clothes  give  a  good 
shirt  a  slunv. 

The  more  show  our  evening 
and  dress  shirts  have,  the  more 
their  good  fit  is  evident. 

Dress  suits  ;  $27  to  $50, 

Tuxedo  jackets,  separately; 

514   50  U>  $2J. 

Dress  shirts;  $1,  $1.50  and  J2. 


No.  80 


Even  now  in  the  sleepy  season, 
w(_''re  wide  awake  with  clothing, 
furnishings,  hats  and  shoes  for 
men  and  boys  alive  to  good  things. 

For  instance,  we've  collars  in 
quarter  sizes  for  the  comfort  of 
that  half  of  mankind  whose  necks 
don't  grow  in  even  half  inch 
jumps. 


No.  81 


For  dogged  perseverance  in  re- 
fusing to  wear  out,  nothing 
touches  a  first  class  pair  of  hard- 
finished  worsted  trousers. 

From  every  quarter  we  hear  of 
men  who  have  first  found  collar 
comfort  in  H  sizes. 

25c.  each  or  two  for  25c. 


No.  82 


First  aids  to  evening  dress  : 
White  waistcoats  ;  $4  to  J6. 
Dress  shirts  ;  $i  to  ^2. 
White  gloves  ;  gi  ,50  and  $2. 
Dress  ties  ;  25c.  and  50c. 
Pumps  ;  $3.50  and  $6. 
Silk  hats;  ^6. 
Opera  hats;  ff6and?S. 

Dress    suits    and    Tuxedos,    u{ 
course. 


No.   83 


Football  fever  won't  keep  you 
warm. 

A  long  belted-back  overcoat  is 
the  thing. 

Winter  weights. 

$22  to  ;?35. 

Anything  you   need    for    wear 
over  Sunday? 
It's  here. 


No,   84 


He  smiles  I     And  why  ? 

He's  just  heard  that  he  can  now 
save  from  ?5  to  $15  on  many  of 
our  finest  overcoats  and  save  on  a 
mixture  suit,  too— the  general 
scaling  down  all  through  the  suit 
stock  has  filled  the  $15  tables  with 
suits  that  were  higher. 

He's  just  heard  that  a  suit  and 
overcoat  for  his  boys  will  cost  him 
much  less  than  a  few  days  ago. 

He  knows  it's  the  day  before 
Christmas,  and  his  present  came 
from  our  store— so  was  the  sort  of 
thing  he'd  buy  himself. 

House-coats  ;  dressing-gowns  ; 
suit-cases  :  scarfs  ;  umbrellas  ; 
canes  ;  gloves;  bath-robes ; 
steamer-rugs. 


From  the  finest  looms. 

The  most  versatile  of  scarfs — 
the  "  P2nglisli  Square."  tieable  in 
three  ways. 

Large  four-in-hand. 

Once  over. 

Ascot, 

In  silks  rich  enough  for  the 
richest  shape  of  scarfs. 

Satin  brocade  ;  Ottoman  knit 
with  satin  scroll  patli.rns;  Tur- 
coman ;  peau  de  corduroy  ;  peau 
de  tortoise  ;  peau  de  foliage. 

$1  to  ^2  50. 


No.   80 


For  men  swept  by  Autumn 
breezes  : — 

Paddock  overcoats;  light  weight 
cheviots  and  coverts — some  rain- 
proofed  ;  S26  to  ?42, 

Top-coats  of  fine  covert  cloths  ; 
$15  to  #35. 

Knee  length  overcoats,  light 
weight  ;  dark  cloths,  mostly 
cheviots  ;  $15  to  {^30. 


No.  87 


For  wise  ones : 

A  silk  hat  at  S6,  quite  up  to  the 
level  of  the  highest  flyers,  regard- 
less of  price. 

An  opera  hat  at  $8,  favored  by 
night  owls,  because  ribbed  silk 
has  no  feathers  to  ruffle. 


No.   88 


r.ood  catches  going  yet. 

Yesterday  we  put  on  sale  1500 
soft  hats  made  for  regular  $3.50 
Alpines,  but  put  aside  because 
not  of  colors  ordered  or  blemishc-d 
in  some  other  way  it  would  take 
Old  Sleuth  to  detect. 

With  them  were  400  "  Vime- 
net  "  soft  hats  ;    regular  ^4  stock. 

All  sizes  still ;  a  variety  of 
shapes  and  shades. 

ffi.85. 


No.    80 


Gifts     that    will      wreathe    any 
man's  face  with  real  smiles. 
Suit  cases. 

Housecoats  and  dressing  gowns. 
Scarfs  and  mufflers. 
Traveling  bags. 
Silk  umbrellas. 
Hat  boxes. 
Silk  hats. 
Bath  robes. 
Gloves. 
Opera  hats. 


No.   90 


Going  home  for  Thanksgiving? 

Everything  man  or  boy  needs 
to  make  a  brave  show  of  city 
clothes  for  the  old  folks  at  home. 

Overcoats,  suits,  furnishings, 
hats  and  shoes. 


No.    91 


Hurrah,  boys  I 
They're  off. 
1400  suits. 

Double-breasted  suits. 
Three-piece  suits. 
Norfolk  suits. 
Former  prices  ;  $7  to  ^20. 
Sizes  ;  S  to  16  years. 
$4.75- 

A  quantity  of  boys'  furnishings 
have  been  greatly  reduced. 

Bath  robes  of  eiderdown  and 
toweling  ;  house  coats  ;  mackin- 
toshes ;  neglige  shirts  and  blouses. 


176 


POWELL'S    PRACTICAL   ADVERTISER. 


No.  92 


Nt>.  99 


N<».    106 


Xo.  113 


Here's  our  rule  : — 

If  a  man  wants  one  lipht  over- 
coat for  all  round  wear — business, 
evening,  cliurch — we  don't  advise 
a  jaunt)'  covert  top-coat  or  a  long 
rain  coat,  though  we've  lots  of 
them  to  sell. 

He'd  best  split  the  difference 
—  buy  a  medium  weight  cn;U  nf 
some  dark  material  at  from  5 15  to 
430- 


No.  93 


Hnweveror  wherever  you  spend 
Sunday,  we've  the  clothes  you'll 
need. 

If  you're  man  or  boy. 


>'o.    94 


lialf  the  day  is  all  the  day  we 
work  to-day. 

But  until  12  o'clock  we've 
everything  man  or  boy  wants  in 
clothes,  furnishings,  hats  and 
slices. 


N.».    95 


How  manv  of  the  dress  suits 
worn  at  auy  party  would  stand  a 
daylight  test  ? 

Our  evening  clothes  must  fit 
perfectly  in  cold  daylight,  so 
they're  naturally  winners  in  the 
glamour  of  night. 

Evening  suits,  $27  to  $50. 

Tuxedo  coats  separately,  $14.50 
to  $27. 


No.   06 


Histll 

Every  wool  crash  and  homespun 
suit  in  our  stock  goes  to  $10. 

Not  many  of  a  pattern  but 
many  a  pattern. 

The  bulk  of  the  sizes  is  the  bulk 
of  most  men — from  34  to  38  chest 
measure. 

The  prices  were  from  $15  to  5=5 
— a  good  many  of  the  suits  are 
made  with  vests. 


Additions  to-day  make  a  siotk 
of  1300  pairs  of  trousers  marked 
down  to  $3-50 — mostly  light  flan- 
nels, crashes  and  worsteds. 

Plenty  of  good  picking  yet 
among  the  mixture  suits  at  J  12.50, 
while  the  covert  top-coats  at  if  15 
invite  a  considerable  saving— they 
wt.Te  all  sorts  of  prices  up  to  f^zS. 


No.    97 


Into  the  lime-light  now  comes 
the  new  fall  soft  hat. 

Notliing  else  fills  the  hiatus  till 
fall  Derbies:  (New  Derbies  hen- 
now  if  you  want  *em — $2,  $1  and 

The  new  Alpines — in  black , 
pearl  and  "nutria"  colors-fj: 
and  $3. 

John  B.  Stetson's  soft  hats— 
$3  50  to  55. 

Wliatever  you  get  here— be  it 
clothing— fixmgs-  or  hats — it's  a 
sa  tisfact  ion-sin  t'Ciire, 


It's  cnovigh  Xn  melt  the  heart  nf 
a  snow  man,  unless  he's  protected. 
.    Storm  ulsters,  $t&  to  J35. 

Mnckintoshus,  ^1 1  50  to  $25. 

Rain  coats,  $18  to  ^35. 

Umbrellas,  from  the  Ji.io  oiu- 
we  brag  about  to  our'  Tip  Tup  " 
at  $5. 


Summer's  last  holiday  is   g<:.iu 
-now  for  Fall  business. 
Kail  hats  and  shoes. 
Fall  neckwear. 
Fall  underwear. 
Fall  suits  and  overcoats. 


No.    100 


If  you've  caught  an  underwear 
that  preserves  your  comfort  by  fit- 
ting you  and  being  fitted  to  your 
skin — hold  on  to  it. 

We  probably  have  it  in  more 
grades  and  gradations  of  prico 
than  you've  hitherto  found. 

If  you  haven't  caught  just  the 
right  thing  yet,  we  can  help  you 
out. 

We've  more  sorts  of  good  nn- 
derwear  than  most  men  ever  heard 
of —plenty  of  stout  si^es  too. 


No.  101 


If  you're  a  custom  tailor  man 
and  want  a  notion  of  the  Fall 
styles  before  you  order  from  your 
tailor — and  begin  to  wait,  you 
might  get  some  hints  from  our 
Fall  suits. 

Lots  of  the  finest  patterns  are 
already  on  our  counters,  and 
you'll  be  very  welcome,  though 
you  have  no  tliouglit  of  buying. 


No.    102 


It  was  a  great  step. 

Put  nothing  into  this  $3-50 shoe 
sale  except  $5  and  ?6  qualities. 

So  instead  of  hunting  a  bar- 
gain you  simply  select  the  bargain 
you  fancy. 

Calf  and  vici  kid— over  half  are 
patent  leathers. 

Sizes  good  ;  especially  strong 
in  the  ' '  sample  "  sizes,  7,  7J4  and 
S.  widths  A  and  B. 


Some  slivers  from  our  anti- 
shiver  plank  for  Fall. 

Covert  topcoats. 

Knee  lengths — dark  cloths. 

Long  coats— rainproofed. 

Paddock  coats — some  of  tlK-ni 
made  proof  too. 

Winter  overcoats  of  all  sorts 
ready  if  you  are. 


No.    104 


Some  day  soon  we'll  all  wake 
up  to  find  Spring  here. 

Ymi'll  find  us  ready. 

Advance  lines  of  Spring  mix- 
ture suits,  Sprmg  overcoats,  and 
even  the  thinnest  of  summer  suits 
are  ready  now  for  men  wlio  beat 
the  calendar  by  going  South. 

Negligee  shirts,  loo. 


Ni».    10.-> 


The  "  tourist  coat  "  has  left  the 
clumsy,  old-time  ulster  away  bL-- 
hind,  because  a  very  heavy  ulster 
has  little  place  in  a  city  where 
walking  distances  are  short  and 
intense  cold  is  rare. 

So  the  long,  belted-back  coat  of 
moderately  heavy  material  easily 
took  tlie  "  old  man's  "  place  with 
tlie  average  man,  and  then  lappt-d 
over  on  the  overcoats  of  regular 
shape— it's  such  a  spruce  looking, 
comfortable  cut. 

Here  in  the  proper  sort  of  ma- 
tL-rials  mostly  darkish  materials, 
nver-plaided  ;   some    rain-proofed 


Social  as  well  as  political  fences 
need  looking  after  now. 

If  you've  outgrown  that  old  eve- 
ning suit,  or  the  moths  punctured 
it— we've  another  ready. 

Evening  dress  suits  ;  $30  to  $50, 

Tuxedo  suits  ;  $25  to  ^45. 

The  absolute  fit  of  the  quarter 
size  collars  adds  to  the  effect  of 
good  evening  clothes. 

25c.  or  2  for  25c. 


No.    107 


Too  big  ? 

Then  your  collar  looks  badly. 

Too  small  ? 

Then  your  collar  feels  badly. 

'Tis  a  quarter  size  collar  you 
need  in  either  case — one  that  fits 
snugly  and  smoothly  by  splitting 
the  difference  between  the  regu- 
lar half  inch  sizes. 

A  quarter  each  or  two  fi.r  a 
quarter. 


108 


The  recent  slush  brought  us 
two  or  three  complaints  of  wet  feet 
in  our  Dryfoot  shots. 

In  a  sense  that's  not  so  bad, 
when  you  think  of  the  hundreds 
of  pairs  we  sell. 

But  ii's  just  as  bad  for  each 
sufferer  as  if  every  pair  leaked  ; 
and  as  the  shoes  are  all  guaian- 
teed  to  us  as  we  guarantee  tlu-m 
to  you^absolutely  waterproof, 
we're  glad  to  have  a  chance  to 
make  good  on  any  defective  pair. 

This  applies  to  the  boys'  sizes 
at  ?4  jnst  as  much  as  to  the  men's 
sizes  at  Sj. 


No,     I0!» 


We  close  Saturdays  at  1  o'clock 

Time  now  to  "leg-go"  those 
old  trousers. 

Half  the  men  you  know  (lower 
half )  need  new  trousers. 

If  it's  a  pair  on  with  you,  it's 
pare  off  prices  with  us  and  hun- 
dreds to  choose  from. 

J4.50  to  $S  00. 

Quite  a  lot  of  high  grade  trous- 
ers from  broken  suits  and  some 
very  excellent  fabrics,  values  54.50 
to  ?6  00. 

Now  S3 .00. 

Straw  hat  prices  are  now  so  low 
a  second  one  wjll  not  seem  ex- 
tra vacant. 

Sailor  straws  $1  and  up. 

Panamas  Jj  for  ?5  quality  and 
$5  for  Panamas  formerly  5S  and 


No.  110 


Tiirice  lucky  mao  who  can  wear 
three  of  our  hats  at  once. 

An  opera  hat  that  faces  crowded 
cloak  rooms  with  unruffled  com- 
posure ;  5^. 

A  silk  hat  in  every  respect 
equal  to  anv  fS  silk  hat  we  know  ; 

A  derby  that's  a  daisy  ;  $3,  ^4 
or  <i>. 


No   in 

The  most  illustrious  of  lustrous 

silk  hats. 

Perhaps  no  better 
hats  of  the  $S  sort ;    b 

than  some 

Lit  up  to  as 

high  a  mark  in  every 

point — ex- 

cept  price. 

Th.U'sSj  Icis. 

?'■'■ 

To-day  we  keep  our  stores 
closed  and  our  months  open. 

To-morrow,  ynu  can  have  your 
fill  of  good  clothes,  furnishings, 
hats  and  shoes. 

For  men  and  boys. 


No.  113 


The  $2.75  shoe  sale  holds  up  in 
good  shape  to-day. 

S.ooo  pairs  to  start  with  means 
lots  of  choice—  choice  lasts,  choice 
leatliers  ;  calf,  patent  leather,  vici 
kid,  box  calf. 

All  sizes  still. 

$2.75- 

To  fit  out  feet  completely  in  this 
sale  we  add  to-day  14,000  pairs  of 
fancy  lisle  and  cotton  half  hose  at 
25  cents  a  pair. 

All  imported  and  all  50c.  and 
75c.  values. 

The  list  time  we  had  from  our 
importers  a  lot  of  these  samples 
to  sell  at  25  cents  a  pair,  over 
S.ooo  pairs  were  snapped  up  the 
first  day. 

These  are  the  same  qualities, 
every  bit  as  good  viattems,  and 
it's  the  height  of  the  fancy  sock 
season. 

2i  cents. 


Xo.  114 


To  make  hay  while  the  sun 
sliines  ue  clean  up  our  straws  by 
cutting  them  while  the  summer's 
still  young. 

Every  sennit  and  split  hat  in 
our  stock  goes  in,  and  we've  been 
lucky  enough  to  be  able  to  fill  in 
the  gaps  a  very  busy  season  has 
made  with  about  150  dozen  more 
of  the  very  same  grades  and  val- 
ues which  have  made  the  season 
so  busy  -  all  hats  from  the  makers 
of  our  regular  stock. 

A  majority  of  all  the  hats  are  $3, 
?i  50  and  $4  values — we  don't 
sell  any  straws  under  a  $2  quality. 

$1  75  now. 

Boys'  sizes,  $t  50. 

Panamas  are  down  too — J5  for 
lilts  that  a  year  or  so  ago  would 
ti.ive  been  two  or  three  times  ?5, 


No.  115 

The 

y.m'll 

iuniis 

We 

Men 

closer  you  look  the 
like  our  sort  of  ch 
lings,  hats  and  shoes 
d    like    to   have   you 

and  boys. 

more 
thing, 

look. 

The  years  we  devoted  to  de- 
veloping a  $3  Derby  that  should 
wear  as  well  as  any  $$  hat  sold, 
were  not  wasted  when  we  intro- 
duced our  54  I'crby. 

The  $4  Derby  is  of  finer  qual- 
ity of  course,  and  its  sales  nave 
grown  steadily— as  tlic  s.iles  of  all 
hne  merchandise  have  grown  in 
this  prosperous  town. 

Indeed  it  was  this  growing  de- 
mand for  the  very  finest  things 
that  can  be  made  wliich  led  us  to 
introduce  our  #6  Derby,  tliuugh 
we  believe  that  our  $4  hat  is  a 
hit  better  in  every  way  than  most 
of  the  $5  hats  sold. 

But  through  it  all  the  ?3  Derby 
has  been  kept  right  up  to  its  higfi 
place  as  the  best  53  hat  we  know, 
a  Derby  for  the  multitude  of  men 
who  must  have  a  hat  which  looks 
well  and  lasts  long;  but  who 
haven't  any  loose  cliange  to  in- 
vest in  mere  "  quality  " 

The  harvest  of  Fall  blocks  is 
re.idy  to  reap. 


CYCLOPEDIA  OF  RETAIL   AND  LOCAL   ADVERTISEMENTS. 


177 


No.  117 


No.  132 


And  the  Weather 
Man  Says: 

"  Cold  Doings  Between  Now 
and  April  First." 

That  means  weeks  of  discom- 
fort witliout  a  warm  house  or 
office.  You  can  work  better  vr 
rest  better  witli  a  Cole's  Hut 
Blast  Healer  in  the  house  or  busi- 
ness, and  you'd  he  surprised  to 
know  how  little  one  costs  and  how 
much  less  to  maintain.  One  mer- 
chant heated  a  large  ground  floor, 
25  X  120  feet,  an  entire  winter  with 
a  small  Cole's  Hot  Blast,  and  we 
can  show  you  the  man — and  the 
stove.  It's  been  working  now  for 
tliree  years  and  been  helping  the 
man  do  better  work — and  more. 


The  Care  of 
Horses 

— is  a  subject  that  has  received 
much  attention  at  this  stable. 
Horses  boarded  here  have  every 
comfort  that  a  well-appointed  and 
sanitary  stable  of  the  most  mod- 
ern type  can  supply.  Clean  dry 
beds  of  straw,  due  to  the  "  Dow- 
ney cesspool,"  and  the  absence 
of  the  usual  stable  odors  are 
among  the  many  noticeable  feat- 
ures commented  upon  by  visitors, 
who  are  always  welcome. 

Horses  boarded  reasonably. 

Vine  Turnouts  hired  at  moder- 
ate prices. 


Rice  is  Riz 


(in  France)  but  that  doesn't  af- 
fect our  market  here. 

Carolina  Rice  is  noted  for  qual- 
ity. A  shipment  from  there,  tlie 
new  1904  crop,  has  just  come  to 
us  direct.  We  didn't  pay  the 
usual  middleman's  profit — hence 
the  specially  low  prices. 

Pound,  7  cents.  lolb.  lots,  6% 
cents.     5olb.  lots,  6  cents. 

It  is  the  exact  quality  ordinarily 
retailed  in  the  best  stores  at  from 
8  to  10  cents  a  pound. 


No.   130 


This  is  a  real  bargain.  It  is  a 
two-story  house  of  5  rooms  and 
good  summer  kitclien.  artificial 
gas  and  both  kinds  water.  It  has 
a  good  lot  with  stable  and  rear 
alley.  The  house  is  only  8  years 
old  and  is  in  good  repair. 

It  is  located  in  the  southwest 
part  of  city  near  Yellow  Springs 
St.    Neighborhood  is  excelient. 

The  place  must  sell,  and  the 
price  has  been  cut  to  $i,6oo  to  in- 
sure a  quick  sale. 

Don't  miss  this  chance. 


First  Aid  to  the 
Doctor. 

The  Doctor  first,  of  course,  in 
sickness  or  injury,  but  a  drug 
store  capable  of  supplying  him 
with  drugs,  medicines  and  sick 
room  goods  is  also  a  prime  requi- 
site. You  never  need  this  drug 
store  more  than  when  serious 
sickness  comes — the  more  critic<il 
the  illness  the  greater  the  need 
The  Doctor  first,  the  prescription 
to  us,  we  do  the  rest. 


Valentine 
Stockings. 


A  very  dainty  conceit,  an  abso- 
lutely new  idea  that  you  will  not 
he  able  to  find  anywhere  but  here. 
The  stockings  are  of  a  fine  quality 
of  lisle  tliread.open  work  fronts 
witli  embroidered  mottoes, designs 
of  heaits  and  cupids. 


No.    123 

Business    property 

s  always  a 

desirable  investment. 

We 

have  a 

1-story  brick  building 

on  a 

Main 

street  comer  for  sale. 

■I'h 

elot  is 

56  X  112. 

Rent  $854  a  year. 

Price,  $8,000. 

You  notice  that   it 

pays 

better 

than  10  per  cent. 

The  Dining 
Room 

need  not  be  furnished  expensive- 
ly. A  very  small  investment  will 
make  it  attractive  enough  to  meet 
all  the  demands  of  good  taste,  if 
one  is  inclined  to  profit  by  tlie  op- 
portunities to  be  found  in  the 
Badger  Store. 

Take  this  Buffet  as  an  example. 
It  has  the  make  up  of  a  I40  piece 
and  could  not  be  better  finished 
at  that  price.  It  has  a  graceful 
swell  front,  a  long,  narrow  beveltd 
mirror,  10x38  inches,  a  wide 
top  shelf ,  42  X  20  inches,  two  upper 
drawers,  one  of  which  is  velvet- 
lined,  two  large  closets  below, 
and  a  drawer  across  the  bottom 
big  enough  to  keep  the  compnny 
table  linen  in  perfect  condition. 
Full  quartered  oak,  looks  espec- 
ially rich  in  weathered  finish,  al- 
tliough  it  can  be  furnished  in 
golden  or  Antwerp.  Price  is  not 
S40,  but  J21 .50. 


No.   125 


We're  no  wizards  but  for  all 
that  we  can  do  stunts  with  hand- 
kerchiefs, 

7000  more  of  the  sort  we  sold 
one  day  last  spring  — Irish  linen  of 
the  same  quality  as  our  regular  25 
cent  handkerchiefs. 

Only  the  importers  bringit  over 
in  the  piece,  and  hemstitch  it 
here — that  saves  on  the  duty. 

We  save  again  by  just  having 
them  ironed,  not  fully  laundered. 

That  explains  how  we  do  tlie 
trick. 

2  for  25  cents, 


It  is  the 
Short 
Havana 
Filler. 


We  are  often  asked  what  it  is 
about  Our  Reputation  five-cent 
cigars  that  is  so  pleasing  to  tlie 
taste  and  so  aromatic,  fi  is  the 
short  haz'aua  filler .  Our  Sancho 
Mundo  ten-cent  cigars  have  long 
havana  fillers,  that  is,  the  leaf 
runs  the  whole  length  of  the  cigar, 
and  the  pieces  that  are  cut  off  are 
used  as  short  fillers  in  Our  Repu- 
tations. That's  the  reason  they're 
so  agreeably  fragrant  and  so  much 
more  satisfying  than  the  general 
run  of  five-cent  cigars. 


Sancho's 
Friend. 


A  five-cent  cigar  that  is  coming 
to  the  front  with  a  rush. 

Sancho  Mundo  is  rated  as  the 
best  ten-cent  cigar  on  the  market 
Sanclio's  Friend  is  easily  the  com- 
ing five.  It  is  working  its  way 
ahead  solely  on  its  merits,  and 
these  are  many.  The  sales  have 
nearly  doubled  in  the  past  few 
months. 

Hand-made ,  Havana,  Long 
filler,  Connecticut  binder,  Suma- 
tra wrapper,  Landres  style,  five- 
cent  straight. 


It's  Fineza  The 
Doctor  Means 

—when  he  says  "  A  little  whiskey 
now  and  then  will  be  a  help    to 
vou.''     Fineza  is  a   pure,  mellow 
Rye  Whi'ikey — 8  years  old. 
Full  quart,  gi. 


Avoid  the  Rush. 

To  those  of  our  patrons  who 
dislike  "Tearing  things  up  "  at 
this  season  of  the  year  we  would 
s^y  that  we  have  a  "  nack  "  of  so 
isolating  rooms  from  living  apart- 
ments tnat  there  is  no  inconven- 
ience whatsoever. 

The  advantages  of  having  paint- 
ing, paper-hanging  and  mterior 
decorating  done  now  is  that  by  so 
doing  you  "  avoid  the  rush  "  of 
early  spring,  and  then  we  offer 
you  your  choice  of  the  best  nu-n 
of  the  best  shop  if  you  come  now. 


No.  l.SO 


Bargains 


— the  text  for  two-thirds  of  the 
store  news  we  print.  Vet  nine- 
tenths  of  this  business  is  in  regu- 
lar lines  of  merchandise  at  full  fair 
price. 

Is  the  store  news  out  of  joint  ? 
Not  a  bit  of  it.  This  space  must 
be  newsy-  filled  with  the  truthful 
ttriling  of  things  worth  reading. 
Now,  certain  things  are  to  be 
taken  for  granted^and  the  recital 
of  regular  "doings"  would  kill 
either  a  newspaper  or  a  store's 
advertising. 

You  know  we  sell  spool  silk—  it 
would  be  printable  news  that  we 
h.id  a  new  kind,  or  a  known  kind 
at  half  price.  And  so  it  goes. 
Don't  mistake  us  for  that  impos- 
sible thing,  a  bargain  store  Such 
a  thing  can't  exist.  Bargains  are 
incidents  and  accidents  of  trade — 
most  numerous  where  there  is 
most  regular  business. 


No.  131 


The  boys  who  start  school  to- 
day mostly  live  at  home,  where 
we  are  handy  to  stop  any  gaps 
that  gape  in  their  wardrobe. 

But  the  boarding  school  boys 
who  go  soon  must  get  together 
everything  they'll  need  through 
the  term. 

We've  done  all  that  for  them; 
have  everything  ready  in  boys' 
Fall  and  Winter  wearables;  and 
if  it  isn't  convenient  to  bring  in 
the  boy  we  can  outfit  him  by 
mail. 

Samples  on  request. 


Very  handy,  isn't  it  ? 

To  find  every  sort  of  glove  for 
any  sort  of  wear  in  one  store. 

The  best  of  each  of  the  two 
most  famous  English  makes. 

The  best  of  domestic  makes. 

That  means  a  variety  in  gloves 
for  men  greater  we  believe  than 
you'll  find  elsewhere  in  New 
York. 

Lots  of  the  short  finger  sizes 
which  smaller  glovers  dodge. 


Barcfain  Shoes  or 
Shoe  Bargains — 
Which? 

There's  a  difference.  There  are 
shoes  made  to  sell  at  bargain 
prices— shoes  that  have  no  solid 
foundation — that  have  paper  in- 
soles and  counters,  and  paper 
heels  and  soles.  Such  shoes  were 
made  to  sell  at  low  prices,  but 
tliey  were  never  made  to  give  sat- 
isfaction. This  store  has  no  such 
bargain  shoes  in  its  stock — we 
have  shoe  bargains,  however,  that 
came  to  us  through  cash  captures 
and  skillful  buying— shoes  that 
we  can  say  with  no  exception, 
' '  Satisfaction  or  your  money 
back."  These  are  the  kinds  of 
shoes  throughout  this  stock,  it 
makes  no  difference  the  price  they 
are  being  sold  at.  And  remem- 
ber, it  isn't  always  the  bargain  as 
it  is  advertised  tliat  counts  so  much 
as  it  is  thestore  behind  the  bargain. 


No.  134 


75c.  Jardinieres 
Are  49  Cents 

here,  just  for  this  week.  Fine, 
highly  glazed,  9-inch  Jardinieres, 
in  beautifully  blended  browns, 
greens,  or  blues — Jardinieres  that 
even  this  store  has  counted  good 
values  at  75  cents — for  49  cents. 

And  Regular 
iSc.Vases  Are  lo  Cents 

Dainty, prettily  decorated  Vases 
of  colored  glass,  in  all  sorts  of 
graceful  shapes — vases  that  are 
regularly  15  cents  everywhere  else 
—  for  10  cents. 


No.  is.-i 


Unwise  Economy. 

It  was  Kmerson  who  said  that  a 
man  pays  dear  for  a  small  frugal- 
ity- 
See  how  true  that  is  of  men  and 
women  alike.  Many  a  wom.m  to- 
day tells  herself  that  she  cannot 
afford  a  Toilet  Table. 

We  have  such  a  thing  as  a  good, 
inexpensive  Toilet  Table,  In  fact 
«e  have  such  a  thing  as  a  choice 
from  over  fifty  different  styles  of 
inexpensive  patterns.  This  one 
piece  of  furniture  has  been  a  spec- 
ialty with  us  for  years.  We  know 
how  to  economize  on  it  without 
cheapening  it. 

Any  lady  wishing  to  buy  an  in- 
expensive Toilet  Table  cannot  af- 
ford to  overlook  our  store. 


No.  13f> 


This  forenoon— clothing,  fur- 
nishing, hats  and  shoes  for  men 
and  boys. 

Then  we  '*  take  Time  by  the 
forelock  " — close  at  12  noon. 


178 


POWELL'S  PRACTICAL  ADVERTISER 


No.  147 


American  Trust 
Company 

LETTER   NO.  58. 

The  management  of  the  Ameri- 
can Trust  Company  has  made 
these  New  Year  Resolutions. 

I  St.  To  aid  and  strengthen  the 
commercial  interests  of  -South 
Bend  and  her  people. 

2nd.  To  make  each  day  a  little 
more  perfect  in  service  to  patrons. 
— There  is  a  difference  in  service 
in  banks  just  as  in  hotels  and  bar- 
ber shops. 

3rd.  To  keep  close  to  the  peo- 
ple of  this  community — to  deserve 
and  hold  their  confidence— to  do 
this  without  sacrifice  of  dignity  or 
descending  to  the  level  of  "  slap 
you  on  the  back  "  familiarity. 

4th.  To  hold  strictly  within  the 
confines  of  legitimate  and  conser- 
vative banking,  and  yet  render 
full  value  in  service  and  protection 
to  every  customer. 

We  pay  4  per  cent,  compound 
interest  on  non-active  accounts. 

We  cordially  invite  the  business 
accounts  of  firms  and  corpora- 
tions, and  personal  accounts  of  in- 
dividuals. 

Come  In  and  Get  Acquainted. 


No.  138 


The  higher  the  thermometer 
goes  and  the  further  back  Spring 
gets,  the  greater  our  suit  values, 

Lots  are  broken;  slow  selling 
lots  are  spotted. 

Result— special  values  in  fancy 
mixtures  at  $1$;  in  homespuns  as 
low  as  $12. 

How  about  a  clean  straw  hat? 

All  ours  are  51.75  now,  except 
Panamas  which  are  $5— and 
they're  real  Panamas  too. 

With  quarter  size  collars  you 
can  have  hot  weather  looseness 
without  the  ungainly  gaping  of  a 
collar  a  half-inch  larger  than 
usual. 

25  cents  each  or  two  for  25 
cents. 


Nil 


139 


'I'oo  much  frost  for  digging,  hut 
if  service  is  already  in,  the  Cias 
Co.  will  connect  up  stove  to-day, 
free,  and  have 

Bill  for 
GAS   RANGE 

Dated 

April  I,  1905. 

'J'llat  gives  you  use  this  winter 
and  the  5i450  is  not  due  until 
spring.  After  meter  is  in,  it  is 
easy  and  inexpensive  to  pipe  fur 
lights. 


Is  Your  Furnace 
Working  All 
Right? 

Does  it  need  repairing?  It 
smokes  maybe  ? 

If  it  dues— or  whatever  may  be 
the  matter  with  it— wc  can  fix  it. 
Wc  make  a  specialty  of  the  repair- 
ing of  furnaces  and  you  will  save 
time,  trouble  and  inconvenience  if 
there  should  he  anything  wrong 
with  yours  by  sending  for  us. 

(."all  us  up  and  we'll  be  at  your 
house  promptly,  and  in  a  very 
short  time  fix  the  troublesome 
furnace. 


$70.00  Cash 

And  $630  in  installments  of  $9.50 
per  month,  without  interest,  for  a 

Comfortable 
Three-Room  Home 

on  a  lot  82?^  X 120. 
Just  the  thing  for  a  man  with  a 
small  income  and  a  small  family. 
See  it. 


A  Snug 

Bank  Account 

To  Draw  On 

when  times  are  slack  and  wages 
low  is  far  more  satisfactory  than 
any  amount  of  sympatliy. 

Vou  can  open  an  account  in  this 
big  strong  bank  with  one  dollar — 
4  per  cent,  interest. 

Write  or  call  for  Booklet. 


I'^ound 

At  the  Woodbury  County  Sav- 
ings Bank,  405-407  Nebraska 
.Street,  Sioux  City,  that  salary  you 
spent  last  month.  It  was  deposit 
ed  by  a  thrifty  young  man  who  is 
fast  becoming  a  man  of  affairs, 
and  is  now  earning  him  Four  per 
cent  interest.  Hadn't  you  belter 
do  your  own  banking?  Make  a 
start  this,  the  last  montii  of  the 
year.  The  following  up  habit 
conies  easy. 

Open  Saturday  evenings. 


"Just  Tired'* 

That's  what  many  women  say 
when  the  day  is  done,  hut  the  d()c- 
tor  knows  that  half  of  that  "  tired 
feeling  "  is  plain  irritation  of  the 
nerves. 

Put  a  Blount  Check  on  the  door 
and  eliminate  that  slamming, 
banging,  nerve-racking  sound.  It 
saves  the  door  as  well  as  mother's 
nerves  and  baby's  fingers. 

Price,  #3  up. 

Come  in  and  talk  it  over. 


No. 


When  ttie  question  of  full  dress 
for  summer  is  brought  up  - 
' '  Tuxedo  "  is  the  answer  for  most 
occasions. 

Only  the  most  fonnal  functions 
demand  swallow-tails  in  hot 
weather. 

Our  Tuxedo  suits  are  much  in 
evidence  about  summer  hotels 
and  clubs. 

Tuxedo  suits,  ?2S,  ^34  and  $43. 
Mostly  silk-lined. 

Tuxedo  coats  alone,  521  -TitJ 
?-'7.  

Minor  dres'iy  needfuls — e.  g.— 
full  dre?s  shirts,  neckwear— and 
nu-n's  fixincs  generally— of  the 
reliable  kinds— here  ad  infin. 


No.   110 


When  the  sun  shines— it's  Utc 
Summer. 

When  the  sun's  screened— it's 
early  Fall. 

Some  of  our  finest  Fall  weight 
sack  suits  ready  for  either  season. 

Fall  neckwear,  Fall  ijnderwcar 
and  Fall  hats. 


Vacation  outfits  that  will  pull 
you  through  till  fall — in  good 
style. 

In  your  baggage  should  go  : 

A  black  or  blue  serge  or  cheviot 
suit. 

A  fancy  mixed  sack  suit. 

A  two-piece  skeleton  outing 
suit. 

A  Tuxedo  suit  for  the  "hops." 

Some  dressy  shirts  and  neck- 
wear. 

Nejjlige  shirts  of  the  better  sort. 

Cool  underwear  of  linen  mesh, 
etc. 

Dainty  hosiery  to  set  off  shoes. 

Outing  belts  and  outing  neck- 
wear. 

Straw  hat — soft  hat — traveling 
cap. 

Radical  mark-downs  in  all 
depts.  make  trunk  filling  inex- 
pensive just  now. 


A  Taste  of 

Spring 

\'egetables 

California,  New  Orleans  and 
the  greenhouses  are  now  contrib- 
uting early  spring  vegetables  in 
abundance  and  variety. 

We  offer  this  week  : 

Rhubarb,  7c.  per  bunch.  New 
Beets,  7c.  per  bunch.  Caulitlnw- 
er  20c.  and  25c.  per  head.  Spring 
Spinach, 7c  per  bunch  Lettuce, 
25c.  per  pound.  Jumbo  Celery, 
loc.  per  bunch. 


Finnan  Haddie 

Did  you  ever  think  when  or- 
dering Finnan  Haddie  that  there 
was  so  much  difference  ? 

Boston  Haddie  are  thin  and 
dark  colored  and  are  made  from 
Haddock  that  are  too  old  to  sell 
fresh,  so  are  made  into  Haddie. 
Jones'  Celebrated  Haddie  are 
made  from  Strictly  Fresli  Had- 
dock that  are  caught  off  our 
Maine  coast  and  are  in  the 
smoke  house  before  they  are 
twenty-four  hours  old. 

You  are  Not  getting  Jones'  Cel- 
ebrated Haddie  unless  you  find  a 
tag  attached  to  the  nape  of  the 
fish  as  shown  in  the  cut.  Every 
Haddie  that  leaves  our  store  is 
tagged. 

For  sale  at  retail  by  all  first- 
class  markets  and  grocers 
throughout  the  Stale,  at  12  cents 
a  iiuiind. 


A    Tattoo    Alarm 

Will  "  Wake  you  up "  in  the 
morning  at  the  right  time  every 
day.  It  rings  intermittently,  15 
seconds  alarm,  then  15  seconds 
silent,  for  %  of  an  hour  Has  lug 
gong  and  keeps  good  time,  guar- 
anteed, $1.25. 

The   Auto    Alarm 

is  another  good  clock,  guanuilecd, 
and  will  keep  excellent  time,  Ha« 
lar^e  Knng  and  runs  30  hours  with- 
out winding,  98c. 

The  Mauser 

a  pood  alarm  clock  with  smalh  i 
bell ,  runs  30  hours,  69c. 

Mission  Clocks 

very  artistic  and  stylisli,  ne.uly  i 
feet  hieh.52  qS. 

Smaller  ones  ^1.48. 


Oil   Heaters 

How  many  roomings  during  the 
last  cold  snap  have  you  jumped 
out  of  bed  into  a  room  as  cold  as 
a  bam  ?  A  great  many  people 
prefer  to  sleep  in  a  cold  room  on 
account  of  the  pure  air,  which  is 
perfectly  proper  ;  but  it  also  feels 
fine  to  dress  in  a  warm  room. 
One  of  our  oil  heaters  will  just 
fill  the  bill.  They  are  easily  taken 
from  room  to  room,  and  they  give 
quick  heat.  They  are  absolutely 
safe.  A  patent  device  prevents 
smoking.    $4. 


No.  1.53 


5'  S5  for  a  headpiece. 

The  day  we  said  that  last  year 
over  athousand  men  caught  on, 
and  we  had  but  1762  Derbies. 

This  year  we've  only  1704,  be- 
cause these  fi.Ss  Derbies  are  just 
a  chance  product  in  the  making  of 
uur  53  and  54  hats — a  lucky  chance 
for  you. 

Any  little  flaw  or  roughness 
in  the  fur  that  an  expert's  eye 
can  catch,  bars  a  Derby  from  our 
$i  and  $4  stock. 

Tliese  hats  we  have  had  block- 
ed into  a  shape  that  will  be  good 
form  this  spring  and  put  them  cci 
sale  to-day  for  the  benefit  of  1704 
men  who  want  a  good  looking 
Ii.it  that  will  wear  as  well  as  any 
Derby  made,  and  who  don't  mind 
an  imperfection  whicli  they  prob- 
ably can't  find. 


N...  1.53 


Birthday  No.  i 

The  sign  "Lackey's  Pharmacy" 
has  been  up  one  year  to-day. 
Through  the  kindness  of  a  whole 
lot  of  Fort  Worth  people  we  have 
succeeded.  We  thank  you  most 
heartily.  We  are  going  to  make 
a  try  for  a  Birthday  No.  2  and 
some  more  success.  We  shall  do 
our  part  in  giving  you  a  generous- 
ly good  drug  store.  Won't  you 
reciprocate  by  giving  us  some  of 
your  patronage  ? 


V()U  can  have  your  old  Beaver, 
Felt  or  Soft  Hats  Cleaned  in  a 
way  that  will  surprise  you  ;  prac- 
tically new  hat  at  a  trifling  cost. 

THOMAS      P.ATTON'S      ES- 
TATE. 
Original      Sanitary    Dyeing    and 

Scouring  Works. 

( )nly  at  i;io  and  512  So.  13th  St., 

Offices — 1622  Pine  St. 

4012  Market  St., 

Phil.idelphia.  Pa. 

Prompt  Service  Anywhere. 


No.  ir..*; 


We've  a  good  thing  to  put  for- 
ward to-day. . 

S'Hxi  pairs  of  shoes  on  sale,  and 
while  prc»bably  not  over  500  are 
from  our  own  shelves,  there  are 
several  times  that  number  of 
strictly  $$  quality. 

The  rest  are  various  qualities, 
but  every  single  pair  an  exceed- 
ingly good  buy  at  to-day's  price. 

i7<io  pairs  are  low  shoes,  the 
lesi  higli  lace  and  button. 

CaK,  patent  leather,  box  calf, 
vici  kid. 

?-  75. 

All  sizes,  but  men  with  sample 
si/.e  feet  -A  or  B  width,  sizes  7  to 
S— have  a  specially  happy  chance. 


CYCLOPEDIA   OF    RETAIL   AND    LOCAL   ADVERTISEMENTS. 


179 


No.  15G 


No.  162 


No.  170 


That  Missing 
Tooth 

leaves  a  very  disfiguring  space  in 
the  mouth.  Why  not  have  a 
tooth  inserted?  It  can  be  done 
without  loss  of  time  and  without 
discomfort  by  our  system  of  Pain- 
less Dentistry, 

Our  Artificial  Teeth  are  perfect 
in  appearance  and  use.  They  will 
perform  all  the  functions  of  the 
natural  teeth,  last  longer,  look 
better  and  cause  no  pain.  Tlie 
quality  is  very  hi^h  and  the  prices 
are  moderate.  Full  Sets  of  Teeth, 
#5;  22-K  Gold  Crown,  if 4;  Bridge 
Work,  $4;  Porcelain  Crown,  $3  ; 
Gold  Fillin^a.^i;  Silver  Fillings, 
50c.;  Cleaning,  25c. 


No.  ir>7 


For  $38 


We  sell  a  strictly  high  grade 
Delivery  Wagon,  finely  finished 
in  red  body  and  yellow  gear.  This 
is  an  attractive,  serviceable  wag- 
on, suitable  for  light  delivei"y 
work.     We  have  ten  other  styles. 


No.  158 


The  blue  and  black  serge  suits 
are  the  latest  things  to  be  drawn 
into  tlie  mark-down  whirlpool. 

As  with  the  fancy  mixture  suits, 
there  have  been  reductions  all 
through  the  stock,  and  a  goodly 
number  have  dropped  to  the  $15 
table. 

Neglige  shirts  haven't  escaped 
either— fifty  cents  or  $1  has  been 
clipped  off  most  of  them. 


No.  159 


We  Have  an 
Emergency 
Plumbing     Repair 
Service 

Ready  to  respond  at  a  minute's 
notice  to  remedy  defective  plumb- 
ing. You  will  like  our  work  as 
well  as  our  low  prices. 


No.  160 


29c.  For  100  2  gr. 
Quinine  Pills 

Is  our  price  forthe  very  best  qual- 
ity of  genuine  pills — these  pills 
contain  only  pure  quinine  and 
are  readily  soluble. 


Are  You  Satisfied 

with  the  grain  and  feed  you  buy  ? 
Do  you  put  up  with  the  treat- 
ment you  receive  without  saying 
anything  though  you  feel  like  it  ? 
If  not,  we  want  your  business  be- 
cause we  offer  you  hay,  grain, 
feed,  etc.,  that  are  the  best  ob- 
tainable anywhere.  You  can  de- 
pend down  to  a  certainty  on  re- 
ceiving from  us  precisely  wliat 
you  order  no  doctoring  of  goods 
— no  substitution.  These  are  a 
few  of  the  large,  weighty  reasons 
why  we  want  your  business  and 
you  need  our  service. 
Buy  oats  that  are  clean. 


Cheap  Meat  is 
High  at  any  Price 

Some  meat  markets  may  sell 
you  a  good  looking  piece  of  meat 
for  a  few  cents  clieaper  than  it 
would  cost  you  at  a  reliable  mar- 
ket and  you  won't  know  until 
after  you  have  tried  to  eat  it  that 
you  have  been  deceived. 

We  offer  you  the  best  meats 
that  can  be  bought  anywhere  tlie 
best  that  money  can  buy.  We 
guarantee  it  and  charge  a  fair 
price,  which  is  cheaper  in  tlie  end. 
You  canhot  get  something  for 
nothing,  especially  in  meats. 

Send  us  your  order  for  a  nice 
Turkey,  Duck,  Squab,  Roast  of 
Beef  or  a  piece  of  Venison  for 
Sunday.  We  have  everything  in 
the  meat  line  that  you  can  wish 
for. 

A  full  line  of  this  year's  canned 
goods. 


When  in  Doubt 
Telephone  and 
Find  Out 

With  a  telephone  at  your  resi- 
dence you  relieve  yourself  and 
family  of  many  anxieties  and 
cares. 

For  information  regarding  rates 
call- 


No.  164 


To  be  really  "in  the  swim"  you 
need  a  variety  of  summer  clothes, 
viz.: 

An  outing  suit;  some  special 
values  now,  $10  to  $25. 

A  business  suit,  of  fancy  mix- 
ture—now $jo  to  ^30.  Many 
appetizing  mark-downs  amongst 
'em. 

A  black  or  blue  serge  suit  — 
thosefine  stand-bys— herein  large 
assortment — $15  to  535. 

Some  wash  vests — either  plain 
white,  linen  duck. or  fancy  figurfH; 
our  stock  has  been  much  compli- 
mented this  season.     $i  to  $b, 

A  Tuxedo  suit  is  an  indispen- 
sable at  club  or  summer  hotel. 
Ours  at  ;?2S,  and  silk  lined  at  $34 
and  $43,  are  very  superior  gar- 
ments. 

A  thin  skeleton-coat— of  alpaca 
—nun's  cloth— blue  serge,  etc., 
$3  to  $10. 

In  short,  whatever  you  want  in 
men's  summer  clothes,  hats  and 
fixings — of  the  reliable  sort — here 
are  the  kinds  you  want  at  prices 
you're  willing  to  pay. 

F.  M.  ATWOOD. 


No.  165 


The  Teeth 
in  Front 

are  the  most  conspicuous,  but 
those  further  back  are  the  mnst 
useful,  so  you  want  to  save  tlii  in 
all.  This  can  generally  be  done 
if  the  visit  to  this  office  is  not  left 
until  the  eleventh  hour.  On  the 
first  sign  of  trouble,  come  here. 
Our  system  of  dentistry  is  modern , 
and  by  our  skillful  treatment  we 
can  save  teetli  that  would  surely 
be  lost  if  ordinary  methods  were 
used.    Our  prices  are  moderate. 

Full  Set  of  Teeth,  ?5  ;  22-k. 
Gold  Crowns,  $4;  Bridge  Work, 
$4  ;  Porcelain  Crowns,  $4  ;  Gold 
Fillings,  $1  ;  Silver  Fillings,  50c  ; 
Cleaning,  25c. 


The  Nurse  And 
The  Doctor 

wilt  tell  you  that  the  success  of  a 
prescription  depends  on  the  pur- 
ity of  its  ingredients.  Tliere  is 
as  much  variety  in  medicine  as  in 
other  merchandise.  In  our  pre- 
scription-filling "Quality"  is  al- 
ways our  first  consideration. 

You  can  implicitly  trust  your 
prescription  to  us— quality,  accu- 
racy and  the  right  price — are  the 
never-failing  trio  upon  which  we 
think  we  Iiave  a  right  to  appeal 
fnr  your  patronage. 


Watch  Given 
Away 

We  will  give  a  lady's  Jj5  solid 
gold  watch  witli  a  full  jeweled 
Waltham  movement  to  one  guess- 
ing nearest  tlie  time  the  watch 
stops.  At  precisely  noon  to-day, 
Oct.  27,  ic)04,  tlie  watch  was 
wound  to  its  full  tension,  being 
set  at  precisely  noon. 

In  tlie  presence  of  three  local 
business  men,  the  watch,  fully 
wnund  and  running,  was  placed 
in  the  case.  The  case  was  wrap- 
ped in  tissue  paper  and  placed  in 
a  small  box,  the  box  was  wrapped 
up  and  tied,  and  the  package  care- 
fully sealed,  so  that  it  could  not 
be  disturbed  without  giving  evi- 
dence of  the  fact,  and  was  placed 
in  the  vault  in  the  lifjn  office. 

The  witnesses  have  volunteered 
to  be  present  at  the  opening  of 
the  package  containing  the  watch , 
after  4  p.  m.,  Dec.  28,  1904,  at 
which  time  the  contest  closes. 

Conditions— Each  and  every 
one  will  be  entitled  to  a  guess 
with  each  purchase  of  25  cents  or 
more. 


Laundry  Called 
For  and  Returned 
in  10  Hours 

We  guarantee  to  Return  Your 
Work  in  10  Hours.  We  can  do 
this  Because  we  do  the  Work 
Here.    We  Solicit  a  Trial. 


Trunk  Containing 
$600  Was  Burned 
in  House 

By  Wire  to  the  News. 

Flowery  Branch,  Ga., 
Sept.  22. 

The  home  of'R.  Bennet,  a  far- 
mer living  about  one  mile  from 
here,  was  destroyed  by  fire  yes- 
terday afternoon  at  3  o'clock. 

The  family  were  all  in  the  field 
at  the  time,  but  got  there  in  time 
to  save  a  part  of  the  furniture. 

It  is  reported  that  there  was 
?6ooin  bills  in  a  large  black  trunk, 
which  was  destroyed. 

There  was  no  insurance.  The 
fire  is  supposed  to  have  caught 
from  the  kitcher.  flue,  as  it  origi- 
nated in  that  part  of  the  house. 

Read  tliis  anc"  think  over  it.  If 
you  depnsit  with  us  your  money 
is  protected  against  fire  and 
thieves. 

We  give  all  accounts,  large  or 
small,  our  careful  attention.  We 
pay  4  per  cent,  interest  on  saving 
deposits. 


Will  a  light-weight  overcoat 
come  your  way  this  Fall  ? 

A  short  tan  covert  for  hard 
knockabout  wear? 

A  knee  length  of  dark  rough 
goods  for  evenings  and  Sundays  ? 

A  long  rain  coat  for  fickle 
weather  ? 

A  skirted  paddock  ? 

All  of  them  here  in  cuts  that 
carry  weight  with  men  who  know 
what's  right. 


In  Carved 

Mahogany  I5.50 

Go  into  any  other  store  in  Bos- 
ton and  the  price  of  this  Parlor 
Table  is  from  $7.50  to  $10. 

Our  price  is  $^  50. 

Here  is  what  you  get  :  A  solid 
San  Domingo  Mahogany  Table  in 
dark,  lustrous  finisli  ;  28  inches 
high,  22-inch  circular  top;  with 
hand-carved  claw  feet. 

For  any  room  in  the  house  ;  for 
mere  ornament;  for  cards  or 
games ;  for  a  tea-table :  for  a 
reading  lamp  ;  for  sewing  mater- 
ials ;  for  reference  papers  or 
books  ;  for  a  smoking  outfit  near 
your  easy  chair  ;  in  fact,  for  half 
a  hundred  needs  this  Table  is 
worth  twice  our  price. 


No.  173 


What  Do  You 
Think  of  That  25c. 
a  Day  Plan  for  a 
Piano? 

We  tliink  it  is  a  good  one.  It 
is  easy  for  you  to  save  the  money 
As  a  matter  of  fact  if  you  get  in 
the  regular  habit  of  putting  25c. 
in  that  piano  bank  every  day, 
you'll  never  miss  the  money  and 
you'll  have  the  piano  to  use  all 
the  time  you  are  saving  the  money 
to  pay  for  it.  It's  our  busine.'is 
to  give  information — without 
charge, too. 


No.  173 


Records 
Exchanged 

Fifty  cents  and  one  old  Colum- 
bia black  cylinder  record, in  a  late 
style  box,  buys  three  new  Colum- 
bia records.  I  exchange  new 
ones  for  old  or  broken  ones  on  the 
above  basis.  Come  in  and  see 
and  hear  the  new  $25  Grapha- 
phone.  It  is  the  best  cylinder 
machine  made.  Ten  thousand 
Columbia  cylinder  records  always 
in  stock.  Ten  thousand  Victor 
records  always  in  stock. 

Open  evenings  during  the  holi- 
days. 


No.    174 


Hungry? 


Get  Supper  at 
MOSEBACH'S 
iSand  20  N.  Eighth. 
Right  in  the  heart  of  the  shop- 
ping district.     Specialsat  25c  and 
jnc.  from  4  to  10  p.  m.     Curry  of 
Chicken,  Rice,  Potatoes,  Dessert, 
Coffee  ;    or    Roast   Lamb,  Peas, 
Potatoes,  Dessert,  Coffee  ;    or  15 
otlier  combinations. 


180 


POWELL'S  PRACTICAL  ADVERTISER. 


No.  179 


No.  188 


A  first  class,   finely  equipped  six 
hole 

Steel  Range  Set 
Up  Complete  in 
Your    Home    For 

It's  the  famed  "Willard"make, 
and  the  size  is  extra  large. 

This  is  beyond  the  shadow  of  a 
doubt  tlie  greatest  Range  offer 
ever  made  in  St.  Joseph. 

i,ooo  lbs.  Of  Coal 
Free 

Anyone  purchasing  a  Steel 
Range  at  the  Enterprise  any  time 
during  a  week  from  the  appear- 
ance of  this  advertisement  will  re- 
ceive Absolutely  Free  i,ooo 
pounds  of  soft  coal. 

This  offer  is  a  means  of  intro- 
ducing the  newly  re-stocked  En- 
terprise Range  Department— the 
largest  section  of  its  kind  west  of 
Chicago. 

It  is  in  this  department,  and  this 
department  only,  you  will  find  the 
complete  lines  of  Steel  Ranges 
made  by  the  "  Bom,"  "  Home 
Comfort,"  and  "  Never  Fail  " 
Range  factories — concerns  mak- 
ing more  and  finer  Ranges  than 
any  others  in  the  land. 


Mortuary     Chapel 

Messrs.  LEWIS  &  MAY- 
COCK  announce  that  they  have 
added  to  their  undertaking  estab- 
lishment a  commodious  mortuary 
chapel  having  a  seating  capacity 
of  one  hundred  and  fifty  and  fully 
equipped  with  every  convenience 
for  funeral  purposes.  This  chap- 
el is  freely  tendered  to  those  who, 
becTuse  of  insufficient  space  at 
their  residences,  or  for  other  rea- 
sons, are  in  need  of  a  place  where 
funeral  services  may  be  conducted 
in  a  quiet  manner,  and,  if  desired, 
perfect  seclusion. 


No.  177 


Three  Forms  of 
Eye  Trouble 

are  commonly  met  with— any  of 
viliich  may  nave  existed  from 
liirth.  Nature  does  not  always 
make  perfect  eyes.  We  have  near- 
sightedness, far-sightedness  and 
astigmatism,  which  is  a  form  of 
irregular  sight.  AU  of  these  de- 
fects require  attention.  If  a  child 
has  any  of  these  ocular  defects 
and  is  expected  to  do  close  work 
of  any  kind  he  must  have  his  eyes 
carefully  examined  and  wear  such 
glasses  as  will  correct  the  refrac- 
tion of  his  eyes.  As  well  expect 
a  child  bom  with  one  leg  shorter 
than  the  other  to  walk  without 
limping  as  to  ask  one  bom  with 
imperfect  vision  to  do  accurate 
eye  wctrk  without  suffering  the 
consequences.     Call  any  day. 


No.  178 


We  come  down  with  just  two 
sorts  of  shoes. 

Jj  shoes — 1 104  pairs  from  our 
shelves  and  our  shoemakers'  sam- 
ples. 

?3-Soshoes— 617  pairs  from  our 
own  stock. 

AU  sizes  and  widths  and  over 
half  of  them  patent  leathers;  tlie 
rest  mostly  black  calf. 


Royal  Wilton 
Rules  the 
Carpet  Family 

Royal  Wilton  is  indeed  the 
queen  of  carpets  and  reaches  the 
extreme  of  beauty  and  ser\'ice. 
We  show  exquisite  patterns — 
moss  green  grounds  covered  with 
oak  leaves ;  Delft  blues  with 
darker  figure  ;  cheerful  cerise  de- 
signs ;  barbaric  Orientals,  and 
roses,  roses  everywiiere.  The 
coloring  is  superb  and  the  thick 
velvety  pile  sinks  under  the  tread. 

Happy  the  woman  who  has  a 
Royal  Wilton. 

Dressing  tables  in  oak,  mahog- 
any and  bird's-eye  maple,  5io  to 
$50.  Beautifully  gotten  up — good 
ideas,  good  wood,  good  cabinet 
making. 


No.    180 


We  make  our  morning  bow 
with  a  good  thing  in  bows. 

A  large  neckwear  maker  must 
always  have  left  at  his  season's 
end  hundreds  of  short  ends  of 
silks,  sometimes  enough  for  only 
two  or  three  ties,  sometimes  silk 
for  two  or  three  dozen. 

That's  how  it  happens  that 
we've  7000  string  ties  from  a  well 
known  house  to  sell  at  half  the 
usual  price  or  less. 

A  great  variety  of  patterns  ;  all 
50  or  75  cent  values. 

25  cents. 


What  We  Are 
Doing- 

We  are  giving  more  attention 
to  the  Sales  Department  of  our 
Real  Estate  business  than  ever 
before. 

We  are  revising  our  list ,  and  we 
want  it  to  contain  onlysucli  prop- 
erties as  are  actually  for  sale,  at 
honest,  legitimate  prices — prices 
as  fair  to  the  buyer  as  to  the 
seller. 

We  seek  only  such  properties- 
others  we  do  not  care  for. 

We  are  putting  a  great  deal  of 
work  into  this  very  important 
department.  We  know  it  will 
bring  results. 

We  are  constantly  thinking  of 
where  we  can  fit  a  purchaser  to  a 
property  and  a  property  to  a  pur- 
chaser. 

We  have  scores  of  buyers  wait- 
ing for  tiie  right  properties. 

List  your  properties  with  us 
now — houses,  stores,  lots,  farms — 
we  will  do  the  rest.  No  charge 
until  we  make  a  sale,  and  then 
only  the  regular  commission. 


A  Book 
of  Interest 


(Cut  of  bank  book.) 
More  absorbing  than  the   most 
thrilling  work  of  fiction  is  a  bank 
book. 

It's  tale  is  never  too  long,  nor 
its  pages  too  many,  and  the  long 
row  of  fipurcs  so  dry  in  other 
books  are  intensely  interesting. 

liut  in  order  to  enjoy  its  pages 
eachmanmust  own  his  own  book. 
The  way  to  do  this  is  to  open  an 
account  with  the 

UNION  TRUST  CO., 
which  numbers  among  its  depos- 
itors  the  wealthiest   men    in  the 
city  and  State. 


The  Get-Busy 
Sale  Is  On 

All  our  fabrics  are  headed  one 
way — toward  our  door.  All  our 
prices  lean  one  way — toward  you. 

Monday,  Tuesday  and  Wednes- 
day our  swellest  $50  fabrics  made 
to  your  measure  for  ^40.  Blacks 
excluded.  AU  week  long  (if  stock 
holds  outl  iSi4  trousers  sell  for 
$12.  \\ith  underprices  on  over- 
coats from  Thursday  on. 

We're  cutting  prices  to  keep 
our  cutters  cutting  merrily — to  add 
recruits  to  the  army  of  MacCarthy- 
Evans  customers. 


We  suspect  you  've  inspected 
your  Fall  overcoat  the  last  day  or 
so. 

Did  it  stand  it? 

Fall  overcoats  that  will  stand 
the  closest  scrutiny;  top  coals, 
knee  lengths,  paddocks,  rain- 
coals. 

Suits    of    Fall   weight — full   of 

stvle. 

$16  to  $38. 


As  An  Extra 
Special     For    To- 
day Only 

We  will  offer  five  hundre:!  B.  & 
H.  Lamps,  same  as  cut.  known 
the  world  over  as  the  best  on  the 
market.  These  are  the  latest  im- 
proved patterns  and  retail  every- 
where for  $2.  In  attendance  we 
have  a  man  who  will  demonstrate 
the  advantages  of  this  lamp  and 
explain  every  detail  thoroughly. 
Come  early  and  avoid  the  rush. 
Special  for  to-day  only,  at  9SC. 


No.  186 


Right-Handed 
Kitchens 

There  are  nearly  as  many  right- 
handed  kitchens  as  there  are  left- 
handed,  and  yet  nearly  all  ranges 
are  "  left-handed  " — that  is,  they 
are  modeled  so  that  when  you 
st.ind  facing  the  oven  the  grate 
hearth  is  at  the  left. 

The  "  West-Shore  "  range  is 
made  either  right  or  left-handed, 
and  you  can  choose  a  "  West- 
Shore "  in  any  of  its  sizes  tliat 
will  best  adapt  itself  to  your 
right  or  left-handed  kitchen  ar- 
rangement. 

That's  a  "  West-Shore  "  ad- 
vantage worth  your  consideration, 
but  tliereare  other"  West-Shore" 
ad\'antages. 


Watching  Your 
Watch 

to  see  hnw  far  wrong  it  is  might 
be  a  confidence  losing  sort  of  pas- 
time, but  if  your  w.itch  has  ever 
kept  accurate  time  I  am  pretty 
sure  I  can  make  it  keep  accurate 
time  again. 

Of  course  the  needed  repairs 
will  largely  dept  nd  upon  how 
much  y^-u  have  neglected  y<iur 
w.itch,  but  the  cost  shall  not  be 
too  high. 


Winter  Weight 
Stockinofs 

It  depends  on  yourself,  your 
habits,  your  physical  health,  as  to 
whether  you  ought  to  wear  cotton 
or  cashmere. 

For  rheumatic  people  or  for 
those  with  poor  circulation,  cash- 
mere is  undoubtedly  better. 

But  for  healthy  people,  who 
don't  have  to  use  externals  to 
keep  them  warm  enough,  cotton 
is  worn  all  the  year  round. 

Cashmere  are  25c.,  50c.,  75c. 
and  St. 

Heavy  fleece  lined  black  cotton, 
25c.,  35c.  and  50C. 

Plain  black  cotton — without  the 
fleece  lining,  2!;c.,  35c.  and  v  c. 

Children's  black  cotton — heavy 
weight — ribbed,  and  bicycle  stock- 
ings, izj^c. 


^5.00  Blankets 
At  $3.75 

Not  a  full  line  of  border  colors; 
otherwise  decidedly  the  best  val- 
ue we  he  have  offered  this  season 
in  Blankets  of  these  particular 
grades : 

White  Woolen  Blankets,  with 
colored  border  and  silk  binding; 
All-wool  Blankets, gray  orscarlet, 
h.indsomely  bordered  ;  all  are  of 
full  generous  size.  Values  up  to 
S5 — now  $3.75  a  pair.  Could  we 
have  any  better  news  for  to-mor- 
row, Mrs.  Housekeeper? 


No.  190 


A  Man  Will 
Stand  for  Most 

Anything 

but  a  wrinkle  in  his  full  dress 
suit.  He's  afraid  the  other  fellow 
wiU  think  it  a  hired  ri^;.  The  new 
square  shoulder  effect  m  our  dress 
suits  is  positive  assurance  of  per- 
fect fit.  We  can  fit  from  stock 
most  any  size  man.  Our  prices, 
$2$,  $30  and  ?35,  save  him  half 
the  custom  tailor's  charges,  too. 


No. 

I'M 

We    fall 

back 

into   our 

usual 

hours  now 

that 

Summer's 

gone. 

Open  un 

til  6  0 

'clock  to 

day  to 

outfit  with 

Fall 

wearables   men    | 

and  boys  whose 

Summer 

things 

are  about  g 

one. 

No.  199 


A  Mighty  Good 
Overcoat  for  $8.75 

Heavy  Vieiuia  Frieze— in  rich 
dark  Oxford-  made  with  warm 
fancy  wool  body  linings — Satin 
yoke  and  Mohair  sleeve  linings- 
silk  velvet  collar— splendidly 
tailored— and  positively  worth  $15 
— the  greatest  special  we  have 
ever  made,  ?SJ.7i5. 


No.  103 


We're  fired  with  enthusiasm 
for  the  clothing,  furnishings,  hats 
and  shoes  we  have  this  fall  for 
men  and  bovs. 

They're  all  warm  articles. 


CYCLOPEDIA  OF  RETAIL   AND  LOCAL   ADVERTISEMENTS. 


181 


No.  194 


No.  199 


No.  305 


No.  211 


When  it's  real  hot  we  like  to 
think  there's  a  cold  timea-coming. 

Thinking  of  th.Tt  we  ran  over 
our  stock  of  Hglit-weight  Fall 
overcoats  and  found  a  few  odd 
l.its  we  ought  to  clean  up  before 
Fall  business  begins. 

Most  of  them  short  tan  coverts; 
a  few  cheviots — some  cravenetted. 

171  were  $32. 

106  were  $30. 

234  were  $zS. 

loS  were  $25. 

4S7  were  $22, 
8  were  $ig. 

All  $15  to-day. 

Some  cravenettes  in  young 
men's  sizes,  32-34  chest,  are  also 
reduced  to  ?i5,  and  a  few  Fall 
overcoats  in  the  same  sizes  are 
$10. 

Here's  a  cooler  bargain. 

ir.oo  washable  vests;  all  sizes, 
with  the  greatest  selection  from 
32  to  38  chest. 

Prices  were  $2,50  to  ;f6.oo. 

fi.50  now. 

The  $2.7<i  shoe  sale  tramps 
along  with  good  things  still  for 
every  size  foot. 

Starting  yesterday  with  14000 
pairs  of  50  and  75  cent  fancy  hose 
there  are  sure  to  be  a  quantity 
left  this  morning. 

25  cents  a  pair. 


No.  195 


Thermometers 

A  safeguard  towards  maintain- 
ing an  equable  temperature  in  ihe 
house;  a  source  of  satisfaction, 
when  the  frost  is  on  the  window- 
pane,  and  you're  curious  to  know 
now  cold  it  is  outside.  All  sorts 
here — on  wood,  35c.  to  $2  ;  fancy 
gilt,S5cto  $3.50;  glass,  for  the 
window,  50c.  to  $1  75. 


Running  The 
Gauntlet 

Home-made  bread  may  be  all 
right,  but  it  is  necessary  to  run  the 
giuntlet  of  a  weary  baking  board 
and  a  hot  oven  before  you  get  it. 
"  Mother's  bread  is  waiting  for 
you." 

Lighter  bread,  whiter  bread, 
enough  said. 


No.  197 


With  such  a  mine  of  good  shoes 
to  pick  from,  2700  pairs,  it's  no 
wonder  that  some  of  the  best 
nuggtrts  in  the  sale  were  over- 
looked yesterday. 

All  sizes  still;  black  calf,  patent 
leather,  vici  kid. 

$2.25. 

If  you've  a  mind  for  collar 
comfort — quarter  size  collars  are 
what  you  need. 

You  can  have  a  fit  in  them, 
25    cents   each    or    two    for    25 
cents. 


New  Books 

A  large  number  of  new  books 
are  published  to-day  and  are  now 
in  our  stock,  comprising  new 
fiction,  juveniles,  biography,  his- 
tory, etc. 

Let  us  show  them  to  you. 

School  books  and  school  sup- 
plies. 


Hot  Water 
Bottles  That  Last 

The  distinctive  feature  about 
our  $1  hot  water  bottles  is  not  ti.e 
price  but  the  quality.  Lots  ol  hot 
water  bottles  are  sold  at  a  dollar 
and  less  which  you  would  not 
want  at  any  price  if  you  knew  the 
quality.  Our  bottles  are  bargaii>s 
at  Si  because  they  are  riglitly 
made  and  made  of  right  materials. 
We  guarantee  them  for  a  year  nut 
because  tliey  will  not  last  longer, 
but  because  after  one  year's  use 
any  defect  of  material  or  work- 
manship would  have  become  man  i- 
fe'^t.  As  a  matter  of  fact  witli  or- 
dinary care  one  of  these  bottles 
will  last  four  or  five  years.  Vou 
cannot  duplicate  them  for  $1.25 
anywhere  else. 


Coffee 

and 

Cakes 

at 

Blake's 

Genuine  Vermont  maple  syrup 
and  Dillon  &  Douglass  Gold 
Medal  Creamery  butter  with  the 
cakes. 

Gail  Borden's  Peerless  Evapor- 
ated Cream  with  the  coffee. 

Coffee,  5c,;  Cakes,  loc;  Sau- 
sage, loc;  Cereals,  5c. 


No.  201 


Why  add  to  the  danger  of 
walking  city  streets  ? 

Why  risk  wet  feet  when  dry 
feet  cost  no  more? 

No  good  reason,  so  long  as  we 
sell  '^Dry  Foot "  Shoes  and 
guarantee  them. 

A  stylish,  waterproof  walking 
shoe. 

»s-  .       ^ 

In  boys'  sizes,  54- 


No.  203 


Free  Delivery  of 
Fried  Oysters  and 
Clams  To-Morrow 

Boxed  and  sent  warm  anywhere 
in  town  for  25c.  a  portion.  Two 
slices  of  toast  and  a  relish  in  each 
box, 

Get  your  orders  in  as  early  as 
possible,  that  there  may  be  no  dis- 
appointments, for  everybody 
lunches  at  about  the  same  hour. 


No.  203 


"Prescriptionist" 

long  word  but  comprehensive.  A 
"  Prescriptionist "  is  one  who 
makes  a  specialty  of  compound- 
ing Doctors'  prescriptions.  This 
is  our  specialty— therefore. 


No.  204 


When  soft  snowflakes  fly  and 
you  want  your  feet  dry — "Dry 
Foot  "  is  the  shoe. 

Waterproofed  through  and 
through,  and  a  good  looker  too; 
it's  a  good  thing  to  try. 

$5.     Guaranteed. 


Bargains  in 
Enamel  Ware 

We  have  specially  low  prices 
for  the  next  few  days  on  good 
enamel  w^ire. 

It  will  pay  you  to  call  and  see 
us. 

Preserving  Kettles  at  unheard 
of  prices. 


No.  306 


We  never  understood  why  so 
many  merchants  underestimate 
the  importance  of  tlieir  under- 
wear department. 

To  us  it's  a  matter  of  pride  to 
have  a  variety  which  includes 
every  good  material  in  the  best 
fitting  makes,  and  to  make  special 
provision  for  stout  men  who  need 
stout  shirts  as  well  as  drawers. 

So  besides  all  wool,  all  cotton, 
and  the  merinos  which  combine 
them,  we  have  the  best  special- 
ties like  Dermophile,  Deimel 
Linen-mesh  and  Ramie. 

There's  a  merino  at  $1  a  gar- 
ment which  is  a  daisy. 


No.  207 


Maple  Syrup 

This  IS  not  Brown  Sugar 
flavored  with  a  little  Maple— it  is 
pure  Maple  Sap  boiled  down  to 
clear,  rich  Syrup. 

We  have  this  week  received  100 
gallons  right  from  the  "  Bush  "  in 
Vermont. 

Gallon,  $1.50;  Quart,  40c,; 
Pint,  20c.;  J4  Pint,  loc. 

Bring  an  empty  jug. 


No.  208 


We're  right  in  the  swim  with 
bathing  suits— have  the  new  grays 
in  plenty,  as  well  as  the  standby 
blues,  blacks  and  stripes. 

Bathing  or  swimming  suits — 
the  latter  haven't  a  sign  of  a 
slee-ve. 

$i  to  $6. 

Underwear  I 

Why,  you  can  scarcely  think  of 
a  good  thin  sort  that  we  haven't 

here. 

Negligee  shirts;  $1.50  to  1^3. 50. 


N«».  209 


Wear  a  Smile 
on  Wash  Day 

Monday  is  wash  day,  but  if  you 
have  one  of  the  washing  machines 
your  washing  will  be  out  early, 
your  back  won't  ache,  and  you 
can  wear  a  smile  at  dinner  time  in 
place  of  the  usual  *'  wash  day 
frown." 


No.  210 


Japan's  Great 
Fighting  Strength 

Is  due  in  no  small  measure  to  the 
healthy  stomachs  of  her  hardy  lit- 
tle warriors.  If  you  would  wage 
life's  battles  successfully,  keep 
your  stomacli  and  health  in  good 
condition  by  eating  Prof.  Hart's 
Brown  Bread,  made  of  entire 
wheat  flour— delicious,  nourisli- 
ing,  easily  digested.  Price,  6c. 
loaf,  delivered.    Write  or  'phone. 


We  know  that  a  great  deal  is 
expected  of  our  boys'  clothing 
Iiecause  of  our  reputation  as  mak- 
ers of  fine  clothes  for  men. 

So  we  set  up  the  same  high 
standard  for  the  boys'  chfthing^ 
and  make  no  bid  for  the  "cheap" 
clothing  business. 

The  result  satisfies  the  increas- 
ing number  willing  to  pay  a  lair 
price  for  fine  goods,  and  upholds 
our  reputation  as  thoroughly  re- 
liable clothiers. 

Fall  and  winter  suits  for  boys 
^5  to  $14. 

Everything  men  and  boys  wear. 


No.  212 


Is  Baby  Worth 
25  Cents? 

A  bottle  of  Dr.  Hill's  Cold, 
Cough,  and  Croup  Tablets  costs 
that  much.  They  will  relieve  any 
case  of  spasmodic  croup  in  one 
hour.  So  pleasant  to  take  the 
children  cry  for  them.  Do  not 
contain  any  coal  tar  product  or 
opium  in  any  form.  Break  up  a 
cold  in  24  liours  ;  cure  a  cougli  in 
a  short  time.  If  your  druggist 
cannot  supply  you,  send  25c.  to 

HUMANE  REMEDY  CO., 
Des  Moines,  Iowa. 


No.  213 


Beer  Steins 

Something  for  "  him."  A  Beer 
Stein  to  set  off  his  chamber,  his 
librai-y,  or  his  den.  The  shapes 
will  charm  you  ;  the  decorations 
and  inscriptions  will  please  him. 
They  come  from  Germany,  Aus- 
tria, Bavaria,  Norway,  Sweden 
and  Japan,  but  all  carry  a  hint  of 
King  Gambrinus,  fat  and  gay,  of 
students'  songs  and  merry  maidens 
in  quaint,  old,  gabled  towns  along 
the  Rhine.     Tiniest  to  tankard 


No.  214 


Oriental  Rugs 

A  royal  gift  to  the  friend  whose 
hospitality  you  have  enjoyed— 
what  could  be  appreciated  more 
by  that  friend?  Pay  almost  any 
price  you  please — $1.50  to  $10,000 
—but  of  course  we'll  sell  more 
for  gifts  at  between  Jio  and  $100 
than  at  higher  or  lower  prices. 

This  is  by  far  the  greatest  Ori- 
ental Rug  Store  in  this  city — con- 
noisseurs will  tell  you  so,  though 
anybody  can  see  it  without  being 
told,  A  more  varied  stock  and 
better  values  than  anyi,vhere  else 
— some  at  less  than  usual  import 
cost. 


No.  215 


We  make  no  "cheap"  clothing 
for  boys,  but  our  prices  are 
moderate. 

To  point  the  tale — 

Norfolk  suits,  jacket  and  baggy 
knickerbockers,  cheviot  mixtures; 
sizes  8  to  16,  $5  to  $14. 

Sailor  suits;  cheviot  mixtures 
and  serges;  sizes  3  to  12,  $5  to  $10. 

Fall  overcoats;  covert  cloths; 
sizes  4  to  16,  $7.50  to  $14. 

Single-breasted  suits;  coat, 
waistcoat  and  knee  trousers  of 
fancy  cheviots  and  serges;  sizes  10 
to  16;  J8  to$iS. 

Rain  coats  of  cravenetted 
cloths;  sizes  6  to  16,  $12  to  $iS. 


182 


POWELL'S    PRACTICAL   ADVERTISER. 


■So.  216 


Baldwin's  Just 
Cut  a  Cheese 

And  if  you  are  a  cheese  lover  you 
want  to  get  in  on  a  slice  of  it. 

It'll  just  suit  you  if  you  like  a 
rich,  creamy,  mild,  Vermont 
cheese. 


No.  317 


While  }i  size  collars  double 
your  chances  of  getting  your 
proper  and  comfortable  collar  fit, 
they  also  double  the  slock  a 
dealer  must  carry. 

Naturally  they're  not  popular 
with  dealers,  and  we  beUeve 
there's  no  other  house  in  town 
that  carries  anything  like  as  full 
lines  of  %  sizes  as  you'll  find  in 
our  stores. 

That  they  are  popular  with 
wearers  we  know  from  our  largely 
increased  collar  sales  since  we 
installed  the  J^  sizes. 

A  i^  size  here  is  a  J^  size, 
because  every  collar  in  our  stock 
so  marked  was  separately  meas- 
ured after  laundering. 

A  quarter  each  or  two  for  a 
quarter. 

li  sizes  in  boys'  collars  too. 


A  Holiday  Hand- 
kerchief Display 

without  an  equal. 

We  began  to  place  our  orders 
for  holiday  handkerchiefs  as  long 
ago  as  last  July,  And  we've 
been  collecting  ever  since. 
Whenever  the  opportunity  offered 
to  add  something  really  merituri- 
ous  to  tlie  assortment  we  did  so. 
The  result  of  this  forethought  is 
spread  before  you  at  this  time. 
It  calls  forth  many  expressions  of 
delight,  for  there  is  nothing  worth 
havmg  in  handkerchiefs  that  we 
cannot  supply. 

(Descriptions  and  prices  of 
handkercliiefs  under  heads,  "  For 
Women,"  "  For  Men  "  and  *'  For 
Children.") 

Handkerchief  Boxes  Free  with 
each  half  dozen  above  the  iz^c 
grade  ;  five  cents  each  when  sold 
singly. 


No.  219 


Wondering  what  you're  going 
to  wear  this  Fall  ? 

Most  likely  a  worsted  or  wor- 
sted-cheviot suit  —  they're  the 
cloths  most  in  favor  with  the 
crack  tailors. 

Most  lucky,  too,  for  they'll 
outwear  all  softer  sorts  of  stuffs. 

You  can  see  how  handsome 
they  are — our  Fall  suits  are  ready. 

How  about  a  Fall  overcoat  ? 


Cool  Weather 
Refreshments 

From  now  on  you  will  be  able 
to  enjoy  our  delicious  hot  soda. 
Hot  Soda  has  higher  food  value 
than  cold  soda.  It  is  concentrated 
warmth  and  nourishment.  When 
you  are  tired,  thirsty  or  chilled, 
this  list  should  look  good  to  you. 

Hot  Chocolate,  Hot  Lemonade, 
Hot  Ginger,  Hot  Malted  Milk, 
Hot  Beef  Tea,  Clam  Bouillon, 
Tomato  Bouillon. 


Christmas  Furs 

All  this  talk  about  "  honest  " 
furs  and  certain  knowledge  some 
people  possess  on  the  birth  and 
life  of  each  dear  little  animal  is 
getting  farcical,  ^'ou  don't  need 
to  know  any  such  stuff  when 
you  buy  from  a  reliable  house. 
With  us  your  child  can  do  as 
"  smart  "  buying  as  you  can  do 
yourself.  We  sell  our  furs  "  as 
they  are,"  for  "  what  they  are," 
and  as  low  as  any  honest  mer- 
chant can  sell  them.  Buy  what 
you  want  here  ;  if  it  isn't  what  we 
say,  tell  us — and  your  mf)ney  will 
go  back  to  you  like  a  shot. 


When  you  see  hats  at  $$  and 
$4  advertised  by  reputable  mer- 
chants as  "  just  as  good  as  any  S5 
hat"  you  must  be  puzzled,  even 
allowing  for  the  well  known  fact 
that  an  exclusive  hatter's  label 
carries  with  it  an  extra  profit. 

The  key  to  the  puzzle  is  in  the 
word  "  good." 

To  illustrate  :  a  ?i6  frieze  over- 
coat may  be  as  "  good  "  as  a  $60 
Montagnac  because  it  gives  all 
the  warmth  and  wear  any  over- 
coat can;  it  cannot  be  as  "  good  " 
when  richness  of  appearance  is 
the  standard. 

Similarly,  our  ^3  Derby  gives 
all  the  wear  that  any  Derby  can 
and  is  richer  in  appearance  than 
any  other  $3  hat  we  know. 

But  for  all  the  richness  of  the 
standard  $$  hats,  and  more — our 
$4  Derby  is  the  thing. 


No.  223 


"Of  the  things  that  make  for 
happiness,  the  love  of  books 
comes  first." — Myrtle  Reed. 

A  good  book  lasts  through 
eternity  because  it  makes  its  im- 
press on  life. 

The  unmistakable  tendency  of 
St.  Nicholas  and  his  army  of 
happy  co-workers  to 

Buy  Books  for 
Christmas  Giving 

is  growing  in  strength  and  popu- 
larity, and  "  there's  a  reason  "and 
a  "result,"  too,  A  gond  book 
conveys— with  delicacy  and  refine- 
ment— the  tokens  of  love  and  re- 
membrance, and  gives  not  only 
immediate  pleasure  but  it  is  a 
source  of  lastmg  enjoVnient  and 
good  cheer.  If  you  haven't  been 
giving  books  (and  real  pleasuru) 
try  it  this  year ;  if  books  you  have 
always  given,  your  friends  hope 
you  will  continue  in  that  delight- 
ful way. 

(Titles  and  prices.) 


Hantj  a  Piano 

on  your  Christmas  Tree. 

Little  eyes  will  brighten,  sober 
faces  will  smile,  tlic  whole  family 
circle  will  be  drawn  closer  in  the 
bond  of  "  Merry  Christmas  "  un- 
der the  charm  of  music  from  your 
own  piano. 

Do  you  know  how  much  sun- 
shine a  good  piano  will  bring  into 
ynurhonie?  Try  it — you  will  be 
suriirised  at  the  results. 

We  offer  you  the  largest  stock 
of  pianos  to  select  from.  We 
offer  you  the  finest  makes  to 
choose  from — Steinway,  Knabe, 
Ivers  &  Pond,  Kmcrson,T„udwig, 
Gabler,  Smith  &  Barnes.  We 
offer  you  lowest  prices  and  most 
liberal  terms,  ana  have  a  25-ye.ir 
record  back  of  us  to  assure  you 
tlial  we  will  do  as  we  say. 


Splendid  Furs  for 
Xmas  Presents 

The  furs  are  a  necessity  this 
season  because  winter  coats  are 
not  designed  in  sucli  manner  as  to 
give  proper  [irotection  to  the  neck. 

From  a  collection  as  large,  as 
varied  and  as  carefully  chosen 
and  reasonably  priced  as  ours 
there  will  be  no  trouble  in  select- 
ing what  each  woman  wants. 

Let  us  tell  you  something  — just 
give  you  a  hint  of  prices. 

If  you'd  see  a  nice  black  fur 
collarette  spread  out  in  our  show 
window  that  was  sixty-four  inches 
long  and  of  good  generous  width 
in  the  center,  you'd  never  guess 
that  ir  would  cost  you  only  1^1.50 
to  own  it,  would  you? 

Look  at  that  other  one.  It's  a 
rich  brown  fur  full  seven  feet  from 
tip  to  tip  of  the  three  tails.  It 
has  silk  cords  and  silk  frog  loops 
and  the  neck  at  center  is  flat  and 
wide.  You'd  be  proud  of  it  if 
you  didn't  know  the  price,  so  let 
us  whisper — ^153.50.) 

If  these  are  so  good  what  should 
you  expect  to  get  for  Sio  and  up- 
wards ?  You  will  not  know  unless 
you  come  here  and  see.  Will  you 
do  it?  If  you  can't  come  your- 
self, can't  you  send  some  one  ?  If 
he  buys  a  fur  that  you  don't  like, 
just  tell  us  about  it.  We  will  ex- 
change to  your  satisfaction. 

There's  all  sorts  of  neck  furs 
and  muffs — priced  up  to  J35  each. 


226 


We  stepped  into  the  Derby 
business  years  ago  with  a  S3 
Derby  that  wears  as  well  as  any 
Derby  made. 

After  our  $3  hat  had  become 
famous  we  added  a  $4  Derby 
which  bears  the  same  relation  to 
our  $3  hat  that  a  luxurious  $50 
overcoat  bears  to  a  stout  jiS 
frieze  coat. 

This  $4  hat  is  in  every  way 
equal  or  better  to  any  sold  at  $5, 
wiiile  our  ^3  hat  remiins,  as 
always,  tht  Derby  which  gives 
the  most  wear  possible  for  each 
dollar  invested. 


No.  227 


Give  Him  a 
Safety  Razor  for 
Christmas 

There  is  economy  in  it.  Any 
man  would  rather  shave  himself  if 
he  could.  Any  man  can  give 
himself  a  clean  shave  with  one  of 
our  safety  razors.  A  very  neat 
gift ;  comes  in  a  case — outfit  com- 
plete. 

Have   ooe  —  or    anything    you 

wish  laid  away  till  Christmas. 

S.  W.  TASCH, 

Jeweller  and  Optician, 

13  White  Street, 

Danbury,  Conn. 

Peck  &  Snyder  Skates,  50c  pair. 

Patent  Buckle  Straps,  loc  pair. 


No.  228 


A  Good 
Christmas  Idea 

You're  doubtless  puzzled  abmit 
what  to  give  niimy  of  your  friends, 
aren't  you  ? 

Why  not  supply  us  with  their 
names  and  addresses  and  have  us 
send  direct  an  exquisite  box  of 
our  candies,  or  a  fancy  basket  of 
fresh  fruits?  Lots  of  folks  are 
doing  this. 


"  Waste  not,  want  not.'' 

A  scarf  maker  of  renown  prac- 
tices that  good  old  rule — saves 
his  remnants. 

We  couldn't  waste  a  chance 
like  that,  so  had  him  make  up 
the  remnants  into  four-in-hands — 
not  many  of  a  sort,  but  all  good 
sorts. 

With  a  few  hundred  $1  scarfs 
thrown  in  from  our  regular  stock, 
we  have  something  over  Sooo 
four-in-hands — not  one  of  them 
less  than  50c.  quality  and  tlie 
vast  majority  quiet,  rich  patterns 
which  the  most  modest  gentle- 
man could  wear. 


Clearance  of  Gas, 
Electric  and  Com- 
bination Fixtures 

at  twenty-five  per  cent,  discount. 

A  good  chance  for  property 
owners  who  wish  to  replace  the 
fixtures  in  one  or  two  rooms  of 
the  house. 

The  fixtures  in  this  clearance 
are  all  samples  of  the  best  gas, 
electric  and  combination  fixtures 
we've  shown.  Only  one  fixture 
of  a  kind  left,  but  every  style  is 
good  and  every  fixture  is  perfect, 

A  big  variety  to  select  from, 
and  at  the  clearance  prices  you'll 
save  one-quarter  of  what  such 
fixtures  usually  sell  for. 


No.  231 


Whether  you  work  or  play  to- 
day —  we've  everything  you'll 
wear. 

We  work — stores  open. 


We  Want  Your 
Laundry  Bundle 
52  Weeks  in  the 
Year 

If  you  send  it  here  once  and  it 
is  not  satisfactory  you  will  not 
send  it  a  second  time,  will  you? 

We  want  your  bundle  and  do 
our  work  accordingly,  making 
your  clothes  pure,  sweet  and 
clean. 

•Send  your  laundry  work  here 
once,  we'll  prove  our  assertion. 


N<>.  'iaa 


P^oot  Balls  and 
Punching  Bags 
at  $1.00  up 

Sporting  goods  are  the  ideal 
gifts  for  boys.  A  Punching  Bag 
or  Foot  Ball  would  give  tlie  most 
pleasure  to  the  youngster. 


No.  2;i4 


We  have  the  ordinary  ?i  50 
walking  glove  beaten —  '  hands 
down." 

Have  a  heavy  tan  walking  glove 
uKide  specially  for  us  to  sell  at 
$1.50  as  a  specialty — a  sort  of 
handy  advertisement  for  our  great 
big  glove  business. 


CYCLOPEDIA  OF  LOCAL  AND  RETAIL  ADVERTISEMENTS 


183 


No.  335 


No.  330 


No.  249 


The  Sleighs  Are 
Ready  When 
You  Are 

Tliere's  Roing  to  be  lots  of 
sleigliing  this  winter,  so  the 
weather  man  says,  so  you  might 
as  well  start  in  right.  Our  stock 
is  ready  fur  your  inspection  and  it 
is  a  dandy.  There's  a  large  va- 
riety, with  style  in  every  one  and 
the  prices  are  right. 

Our  stock  of  blankets  and  robes 
is  in  and  it  is  the  biggest  and 
best  we  ever  had. 


No.  336 


We've  been  filling  in. 

Just  when  all  clothiers  are 
tempted  to  let  their  overcoat 
stocks  run  out,  we've  filled  in 
missing  sizes  and  now  have  a 
fresh  and  full  stock  at  the  medium 
prices. 

Higher  up,  at  S32,?35  and  $38 
the  bald  spots  have  been  covered 
by  marking  down  many  of  our 
finest  overcoats — garments  that 
were  from  $5  to  $17  more. 

With  the  material  reductions  in 
mixture  suits,  this  makes  a  stock 
unusually  attractive. 


$5  Christmas 
Suggestions 

Many  people  want  to  spend 
about  this  amount  for  a  Christmas 
Gift.  We  have  selected  a  few 
articles  at  random  out  of  our  im- 
mense stock,  and  shall  be  pleased 
to  receive  a  visit  of  inspection  on 
your  part. 

Ladies. 

Pearl  Opera  Glass,  fine  quality 
lenses,  $s ;  Chatelaine  Watch, 
good  time-piece  and  fully  guaran- 
teed. $5  ;  Rings  set  with  genuine 
pearls,  $$  \  Silver  Toilet  Set, 
brush,  comb  and  mirror  in  a 
case  ;  a  beauty,  $5  ;  Brooch,  solid 
gold;  large  variety,  $5;  B^ck 
Combs,  also  Side  Combs,  fifty 
patterns,  ^5;  Manicure  Set,  ster- 
ling silver,  in  case,  $s  '■•  Gold 
mounted,  pearl  handled  Umbrella, 

$5- 

Gentlemen. 

Gold  Fobs,  large  variety,  $i  ; 
Stick  Pins,  solid  gold,  set  with 
diamond;  exclusive  design,  J5  ; 
Diamond  mounted  Cuff  Buttons, 
$5  ;  Opera  Glass,  extra  quality,  ?5  ; 
Gold  mounted,  all-silk  Umbrella, 
J5 ;  Military  Set,  silver  and  a 
beauty,  ?s ;  Solid  Gold  Rings, 
endless  variety,  $5  ;  Chain  and 
Charm,  $5:  Shaving  Set,  $5; 
Brush  and  Comb  in  case,  $$. 

Hundreds  of  other  suitable  gifts 
to  fit  every  taste  and  every  purse. 
Make  your  selections  early — a 
small  deposit  will  secure  the  arti- 
cle for  you. 


No.  338 


Milady's  Desk 

Buy  from  the  complete  stock. 

With  pigeon  holes  and  drawers 
enough  to  tuck  away  the  hundred 
and  one  things  a  woman  always 
likes  to  have  under  lock,  and  key. 

Done  in  half  a  dozen  woods  to 
match  up  with  the  suit  in  milady's 
chamber.  Some  of  the  most 
beautiful  designs  that  have  ever 
been  reproduced  in  mahogany — 
old  colonial  styles  in  dull  finish 
with  cut  glass  pulls  are  among  the 
rest. 


Your  summer  coat  of  tan  ought 
to  ho  rain  proof. 

T.m  coverts,  cravenetted,  are 
here  in  plenty,  beginning  with  a 
crackerjack  at  $20  that's  extreme- 
ly light  weight. 

Other  shades  of  cravenetted 
coats  ready  too. 

No  I  the  $2. 25  sale  shoes  aren't 
all  gone  yet. 


A  Long  Run 

Faster  falls  on  April  23d  this 
year — very  late. 

Three  solid  months  of  "  social 
season"!  It  will  go  hard  with 
that  old  Dress  Coat. 

Full  Dress  Suits,  silk  lined,  $25 
to  S50. 

Tuxedo  Suits,  $22  to  $35. 

Dress  Vests,  $3  50  to  gio. 

They're  all     Yates-made." 


Throw    No   Shoes 
Away 

that    are    worn     broken    or    run 
down  at  the  heels  ;  we  repairthem 
equal  to  new  at  little  cost. 
Work  Guaranteed. 


We've  made  a  touch. 

Have  already  given  our  stores 
a  touch  of  Fall  by  showing  some 
of  the  best  coming  Fall's  Suits: 
the  best  always  come  first. 

Still  have  some  of  the  sale  soft 
hats  at  ;?i.85. 


Will  Not  Be 
Home  to  Lunch 
To-day 

The  holiday  trade  will  force 
many  ladies  and  gentlemen  to 
lunch  down  town.  Our  "ready 
dislies,"  printed  on  our  daily 
menus,  offer  a  tempting  variety 
for  a  light  lunch  or  a  substan- 
tial meal.  Cuisine  and  service 
perfect.  Surroundings  attractive. 
Ladies'  entrance  on  Church  street. 


No.  244 


You  have  heard  us  say  that  Gas 
is  cheaper  than  wood  or  coal. 

In  order  to  do  so  it  must  be 
used  economically. 

'*How  to 
Economize  Gas" 

Have  things  ready  to  cook  be- 
fore lighting  the  Gas. 

Don't  use  a  large  burner  when 
a  small  one  will  do,  and  turn  down 
burners  so  as  to  use  what  Gas  you 
need  and  no  more. 

Use  the  Summerbumer  to  keep 
kettle  boiling  for  soups,  stews, 
vegetables  and  to  keep  food  hot. 

Have  a  blue  flame  on  your 
range  by  adjusting  mixers.  A 
blue  flame  is  economical. 

When  you  do  these  things  you 
will  be  satisfied. 

Ranges  —  Detroit  Jewels  and 
Iduals  53  down  and  S3  per  month. 


What  Credit 
Means  at 
Christmas 

Have  you  ever  thought  that 
Cliristmas  with  all  of  its  pleasure 
and  gaiety  was  really  "worrying 
time?"  It  is  "  woirying  time" 
to  the  majority  of  people,  and  all 
of  the  worrying  grows  out  of  one 
question  :  How  shall  I  pay  for  the 
things  I  want  to  buy?  The  ques- 
tion is  simple  ;  the  answer  is  sim- 
pler still :  '•  Let  Credit  Stand  for 
Money." 

Tlie  Credit  Plan  was  not  inau- 
gurated without  a  definite  object 
in  view.  It  is  simple  ;  it  is  prac- 
tical ;  it  is  appealing  to  thousands 
of  people.     Why  not  you  ? 

Let  Christmas  eliminate  every 
symptom  of  care  and  trouble 
about  paying.  The  Credit  Plan 
goes  hand  is  hand  with  a  Merry 
Cliristmas. 

Tliere  are  some  suggestions  fol- 
Inwing  that  tell  of  practical,  use- 
ful and  thoroughly  good  things 
for  gifts.  The  price  range  is 
merely  to  give  you  an  idea  of  how 
much  you  need  have  charged. 

Men's  Department;  Men's 
Fancy  Vests,  $3  to  55;  Men's 
Winter  Overcoats,  $10  to  $2$  ; 
Men's  Dress  Shoes,  $3  5°  to  $5  ; 
Men's  New  Hats,  $1.50  to  $5; 
Boys'  Sails,  $2.50  to' $S ;  Boys' 
Overcoats,  J3  to  ?S. 

Women's  Department:  Wo- 
men's Silk  Waists,  §3  50  to  $12; 
Women's  Dress  Skirts,  ^3  to5"S  ; 
Women's  Winter  Furs,  $2  to  $25  ; 
Women's  Stylish  Coats,  $2.so  to 
$2$  ;  Ctiildren's  Coats,  $5  to  $15  ; 
Misses'  Suits  and  Coats,  ?io  to 
$15- 


No.  346 


A  Good  Time  to 
Buy  Black  Silks 

Many  a  good  mother  or  grand- 
mother gets  a  handsome  black 
silk  dress  pattern  from  some  one 
to  whom  s/t£  played  Santa  Claus 
in  the  long  ago.  We  have  al- 
ways sold  a  lot  of  them  for  gifts, 
but  we  have  not  often  been  able 
to  offer  such  an  array  of  good 
silks  below  value. 


Christmas  Slippers 
for  All 

Slippers  will  serve  as  appropri- 
ate Christmas  presents  as  long  as 
the  Yuletide  thought  means  the 
giving  of  comfort  and  pleasure 
to  the  recipient.  All  kinds  are 
here  for  every  member  of  the  fam- 
ily— and  so  many  styles  that  you 
can  differentiate  to  a  nicety  in 
the  slipper  requirements  of  all 
those  down  on  your  list  for  slipper 
giving. 


No.  248 


"Off  Duty" 

In  the  attic  you  doubtlessly 
have  stored  old  furniture,  out  of 
service  simply  because it'sscarred 
and  nicked.  Did  you  know  the 
value  of  "  Lacqueret  " — the  great 
wood  restorer,  tilings  would  soon 
be  different.  It  conceals  all 
scratches  and  nicks,  makes  all 
old  wood-work  as  beautiful  as 
new.  Can  be  used  in  a  hundred 
ways  about  the  house. 
Qt.  Cans,  75c. 


Nobody  can  safely  say  just  what 
kind  of  weather— and  walking — 
We're  going  to  have  during  the 
next  couple  of  weeks, 

S^ife  guess  it  won't  be  of  the 
summery  kind — This  is  New  Eng- 
gland,  you  know. 

So  long  as  you  keep  your  feet 
dry  and  warm,  it  won't  matter 
much. 

Have  you  seen  the  new  Fall 
and  Winter  weights  in  Milford 
Shoes? 

Same  as  summer  price — $i. 


Young  Man 

Two  cigars  a  day  would  buy  you 
a  nice  home  in  twenty-five  years, 
and  your  wife  would  have  a  hus- 
band she  could  be  much  prouder 
of. 

Get  a  pass  book,  save  your 
money  and  see  your  monthly  pay- 
ments grow.  We  have  been  in 
business  22  years  and  have  handled 
two  millions  of  Bloomington  peo- 
ple's money. 


Holly  Ribbon 
Another  Bright 
Thouorht  for 
Christmas 

Most  everyone  will  be  using 
this  pretty  Ribbon  to  give  an 
extra  touch  to  their  Christmas 
gifts.  It  comes  in  a  soft  white 
Duchess  ground,  with  festoons  of 
ricli  holly  berries  and  leaves;  and 
here's  another  suggestion — why 
not  use  it  for  making  bookmarks  ? 
Widths  are  M,i,i%  and  2  inches, 
and  prices  are  accordingly,  Sc, 
i2'.'C.,  17c.  and  25c.  a  yard. 


No.  253 


All  Languages 
Spoken 

in  the  Foreign  Department  of  this 
bank. 

Money  sent  anyi^'here  in  the 
world  at  moderate  rates. 

Steamship  tickets  for  sale  — 
direct  agent  for  leading  lines  and 
Hartlett's  Foriegn  Tours. 

Letters  of  Credit  and  Travelers' 
Checks  issued. 


No.  253 


Lamps 


Lamp-light  is  best  for  win- 
ter evenings.  It  illuminates  soft- 
ly, strongly,  diffusively,  and  is 
surer  and  steadier  than  any  other. 
Our  Lamp  stock  is  an  art  collec- 
tion. Metal  was  never  before 
wrought  into  such  unique  forms — 
bowls  and  globes  and  shades  were 
never  before  enriched  with  such 
exquisite  decorations.  The  groups 
of  Candelabra  and  Electroliers 
will  please  and  interest  you. 


No.  254 


Whoop  it  up  I 

Get  as  enthusiastic  as  you  please 
over  selecting  a  Fall  suit. 

Our  candidates  for  the  honor 
will  back  up  all  the  good  things 
that  are  said  about  them. 

$16  to  S38. 


184 


POWELL'S    PRACTICAL   ADVERTISER. 


No.  afifl 


So.  271 


A  Bad  Neighbor 

One  Lad  neighbor  often  creates 
a  whole  lot  of  trouble^one  bad 
tooth  will  soon  maks  a  mouthful. 
A  gold  crown  will  permanently 
restore  that  one— even  if  quite 
bad.  We  guarantee  every  opera- 
tion to  be  painless.    Gold  Crowns 


A  Gift  is  None  the 
Less  Welcome 

because  it  is  practical  and  will  do 
somebody  some  real  good. 

We  pack  and  send  away  for 
Christmas,  assorted  boxes  of  the 
very  nicest,  newest  and  daintiest 
things  to  eat  and  drink  imagin- 
able. Their  cost  runs  from  Ji  up 
to  $io  each  (the  S3  and  $5  boxes 
are  the  most  popular).  You  can 
tell  from  the  Printed  List  exactly 
what  each  box  contains -and  a 
Postal,  a  Telephone  or  a  call  will 
fetch  the  list. 

Think  it  over. 


Four  Chairs 

at  our  handsomely  renovated  bar- 
ber sliop  I  That  means  quick 
service  and  no  long  waits. 

And  we  promise  you'll  find  a 
good  barber  at  every  ch.iir  I 

"  You're  next  I  " 


Xo.  258 


If  It  Isn't  Right, 
We'll  Gladly 
Make  It  So 

That  is  our  stnnding  offer  on 
whatever  you  buy  of  us.  We 
wariant  every  article  to  be  exact- 
ly as  represented,  if  it  ptoves 
otlierwise,  we'll  gladly  "make  it 
good,"  either  in  exchange  of 
goods  or  the  cash.  Can  you 
think  of  a  safer  basis  on  which 
you  can  make  your  holiday  pur- 
chases in  Diamonds,  Jewelry, 
Watches,  Clocks,  Cut  Glass, 
Silver,  etc. 

We  do  a  lot  of  Watch  Repair- 
ing just  because  we  do  it  well. 


Xo.  369 


Why  Do  Ladies 
Bowl? 

Because:  It  is  healthful  exercise. 
It  saves  them  doctor's  bills.  It 
improves  tlieir  complexions  and 
makes  them  more  graceful. 


Boys*  Books 

*'  Joe's  Signal  Code,"  by  Hea- 
ser;  "  In  the  War  With  Mexico," 
Dy  Brady;"  With  Kthan  Allen  of 
TicondL-roga,"  by  Foster;  "The 
Pathfinders  of  tin:  Hevoluiion." 
by  Oriffis;  "  Witli  Rodgers  on  the 
Prcsidcni,"  by  Otis. 

These  books — for  boys  from  12 
to  15  years  of  age -sell  usually 
for  ?i  25  and  ^1.50.  Our  price, 
qsc  each. 


**Cinderella" 

Revised 

An  opportunity  for  the  Mil- 
waukee woman  with  the  smallest 
foot. 

We  are  displapng  in  our  show 
window  to-day  a  pair  of  Pingree- 
Ufade  $7  Ladies'  Shoes,  ^s  pretty 
a  pair  of  footgear  as  was  ever 
turned  out.  Tliis  pair  is  in  a  very 
low  number,  not  too  small, how- 
ever, to  fit  some  Milwaukee 
women.  We  will  present  this 
pair  of  shoes  10  the  lady  who  can 
wear  them,  the  only  condition  im- 
posed being  that  the  claimant 
must  be  a  re?;ident  of  Milwaukee 
and  must  call  in  person  at  our 
store  to  have  the  shoes  tilted. 


Eat  Them  Dry 

or  toast  them  on  the  gridiron  or 
in  the  oven  and  serve  them  warm. 

They  make  a  delicious  relish 
for  the  failing  appetite. 

Some  call  them  Digby  chickens. 
We  call  them 

Smoked  Herring 

and  they  are  selling  to-day 
at  15c.  a  box. 

Try  a  box  to-day.  They  will 
keep  a  long  time. 


Xo.  263 


That  Xmas  Piano 

Should  be  purchased  or  reser\'ed 
now.  It's  not  a  bit  too  early. 
Then  you  don't  have  to  go  all 
over  town  to  look  at  the  different 
makes  before  buying — 

We've  Got  It  Here 

We  keep  more  different  high- 
grade  pianos  than  any  other  two 
nouses  here.  (ilance  over  this 
partial  list — you'll  find  nothing 
common  among  them. 
Chickering  Gabler 

Behr  Bros.  Smith  4  Barnes 

Haines  Bros.        Krell 
And  others  of  standard  reputation 
that   you   can   buy    on   the    Easy 
Payment  System. 


No,  204 


We  hope  you're  not  above  wet 
feet. 

We've  been  above  having  them, 
since  we  waterproofed  our  "  Pe- 
destrian "  walking  shoe  so  well 
that  we  can  guarantee  it  water- 
tight. 


Don't  Bake 
To-Morrow 

— have  us  do  that  for  you. 

I  f  our  Pies  and  Cakes  and 
Pastries  were  only  just  as  good  as 
you  can  make  in  your  own  home 
kitchen,  our  only  argument  fnr 
your  patronage  would  be  through 
saving  you  trouble.  As  it  is 
they're  better  than  ynu  can  makt-. 
We  use  the  same  high-class  ni,i- 
terials  you  use  at  liome  —  the 
finest  creamery  butter,  etc.-  but 
we  have  facilities  and  experience 
that  must  naturally  be  lacking 
outside  such  a  bakery  as  this. 
H.Ave  us  bake  a  Pie  or  a  Cake  for 
you  on  a  trial  order. 


Boys*  Shoes 

What  better  Christmas  present 
can  you  give  your  boy  than  a  pair 
of  shoes— or  what  will  tickle  him 
more  than  a  pair  of  gum  boots  ? 

Bcjth  are  here  in  a  large  variety 
of  styles  and  sizes  at  small  prices. 

(Items  and  prices  followed 
here.) 


His  Present 

Hoskins  Chair  No.  677)^. 

Upholstered  in  real  leather; 
framed  in  quartered  oak.  An  ex- 
clusive value,  atSi7. 

A  revolving  desk-chair  is  one 
of  the  happiest  solutions  of  the 
frequently  puzzling  question  of 
what  to  give  paterfamilias; 

Our  stock    of   revolving  desk- 
chairs   embraces   the  widest  pos- 
sible variety  of  patterns,  and  our 
prices  range  from  S5  to  $50. 
Elastic  Bookcases. 

Every  wood,  in  all  the  different 
finislies,  to  harmonize  with  any 
scheme  of  furnishing. 


That  Boy 


will  want  something  for  Christmas 
that  comes  from  our  store. 

Skates -the  best  makes  in  all 
kinds  and  sizes— all  clamp,  or  key 
clamp  or  to  screw  on.     50  cts.  up. 

Sleds — A  large  assortment  of 
good  sleds  including  Flexible 
Flyers,     75  cts.  up. 

Pocket  Knives  — Every  kind  a 
boy  could  ask  for  and  the  best 
every  time  for  the  price.  25  cts. 
up. 

Express  Wagons — Some  good 
ones  that  won't  go  all  to  pieces. 
90  cts.  up. 

Buckboards  —  Three  kinds  of 
buckboards  and  several  farm  and 
patrol  wagons.     $3.25  up. 

Tool  Chests -Some  are  only 
toys,  but  most  have  good  tools 
from  our  stock,    ^i  .00  up. 


No.  209 


Visit  New- 
Haven's  Largest, 
Lightest  and 
Handsomest 
Store 

Doesn't  seem  possible,  does  it  ? 
Thanksgiving  past  and  Christmas 
just  ahead  !  Got  to  think  serious- 
ly of  Winter  clothes  now — and 
gifts  as  well.  You'll  find  us  pre- 
pared for  you — the  best  overcoats 
in  all  the  new  styles — ?io  to  55"; 
the  smartest  suits,  J15  to  $28;  fix- 
ings for  day,  evening  or  night 
wear,  proper  hats  and  shoes  and 
warm  wear  generally  for  man  and 
boy. 

We're  showing  the  largest  and 
most  varied  stock  ot  holiday  wear. 
Ready  when  you  are,  at  tne  Big 
Store. 


No.  270 


Very  Best  Holly 

— fine  big  branches,  fresh  from 
the  wonds  of  Virginia  and  just 
what  Bangor  storekeepers  and 
housekeepers  want  for  their  holi- 
day decorating. 

What's  your  order? 


Why  Not  a  Clock? 

The  bright  face  of  a  good  clock 
and  its  ceaseless  tick-tock  would 
call  to  mind  the  giver  every  hour 
in  the  day. 

Gilt  Novelty  Clocks— 51.25  to 
$10.00. 

Gilt  Mantel  Clocks— hour  and 
half-hour  strike — $20.00  to  $75.00. 

French  Traveling  Clocks,  in 
leather  cases  -  $5 .00  to  $40.00. 

Gilt  Sets — $10.00  to  $35.00. 

Bracket  Clocks,  in  oak  or  ma- 
hogany cases — S'i-25  to  $90,00. 

Enameled  Iron  Clocks— ^.00 
to  $12  00. 

Alarm  Clocks— 85c.  to  $3.50. 

Cuckoo  Clocks— $5.5010 $25.00. 

Hall  Clocks — $32,50  to  $400.00. 


Drop  in  and 
Have  a  Bite 

the  first  time  you  come  to  Dan- 
bury.  You'll  find  my  Quick 
Lunch  Bar  a  good  place  to  re- 
cuperate, I  keep  open  house 
from  5  a.  m.  till  after  midnight, 
catering  to  hundreds  daily. 

More  towners  and  out-of-town- 
ers  coming  every  week  to  like  the 
wholesomeness  of  the  fare  and  the 
cleanliness  and  order  of  the  new 
place. 

I  am  having  a  big  run  on  shell 
foods  at  present.  Oysters  on  the 
half,  stewed  or  fried.  Clams  in 
chowder,  or  any  way  you  prefer  to 
have  them  served.  Coffee  and 
rolls,  IOC.  My  bill  of  fare  em- 
braces a  hundred  appetizing 
items. 

Regular  dinner  daily,  4  to  8  p. 
m. — 30c. 


No.  273 


May  We  Suggest 

AS    A 

Suitable  Gift 

ONE  OF  THOSE 

New  Carriages 

SHE  ADMIRED  THIS  FALL 

Your  wife  may  have  admired 
one  of  tli')se  swellclosed  carriages 
we  are  offering,  a  station  wagon, 
a  bioguhani.  or  a  coupe  rockaway. 
They  are  the  acme  of  style  in 
vehicles,  and  the  superb  excel- 
lence of  the  maierial  and  work- 
manship is  in  keeping  with  the 
elegance  of  the  style.  The  great 
present  and  the  still  greater  pros- 
pective improvement  in  the  streets 
makes  a  fine  carriage  a  source  of 
pleasure.  Never  have  we  had 
such  a  fine  assortment,  and  never 
have  fine  vehicles  sold  so  ranidly 
as  this  season.  No  trouble  to 
show  tliem  to  v<»u. 


Santa  Clans  Has 
Taken    Possession 

of  this 
Great    Toy    Store 

Old  Santa  Claus,  with  ne'er  a 
pause,  h.iS  worked  hoXh  day  and 
nigtit,  to  make  these  tnys  for  boys 
and  girls  who  try  to  do  what's 
right.  The  jolly  eli  is  here  himself, 
'midst  all  his  queer  creations,  and 
his  quick  ear  is  sure  to  hear  your 
whispered  expectations. 


CYCLOPEDIA  OF  LOCAL  AND  RETAIL  ADVERTISEMENTS 


185 


No.    375 


No.  379 


No.  284 


lOO-piece  Dinner 
Sets,  $12  ; 
regularly  $\8 

The  same  quality,  decorations 
and  sliapes  that  we  keep  in  two 
open-stock  patterns  all  the  year 
at  $  1 8— so  you  can  replenish 
whenever  necessary. 

This  special  lot  goes  in  sets  at 
Ji2,  because  the  factory  made  a 
concession  in  price, 

The  accompanying  ticket  shows 
exactly  what  the  set  contains. 

12  Dinner  Plates,  12  Tea  Plates, 
12  Soup  Plates,  12  Preserve 
Plates,  12  Butter  Plates,  i  Meat 
Dish,  ist  size;  1  Meat  Dish,  2d 
size;  i  Meat  Dish,  3d  size;  2  Cov- 
ered Vegetable  Dishes,  2  Un- 
covered Vegetable  Dislies,  I  Soup 
Tureen,  i  Sauce  Boat,  i  Covered 
Butter  and  Drainer,  i  Pickle 
Dish,  12  Cups  and  Saucers,  100 
Pieces,  Price  S12. 

Note— In  china  it  is  customary 
to  count  covers  of  dishes  and 
saucers  as  separate  pieces. 


No.  276 

Don't  Spend  All  of 

Your  Xmas  Money 

for  toys   and   knick-knacks, 
open    a  savings  account  for 
child  as  tiie  best  Christmas 
We  pay  interest. 

but 
your 

gift. 

No.  277 


Apples 


Picked  off  the  trees  and  not  off 
the  ground.  Sorted  by  hand  and 
not  with  a  shovel.  Packed  in 
barrels  and  not  in  box  cars. 

And  now  is  the  lime  to  lay  in 
your  winter  supply.  We  will 
soon  receive  a  car-load  of  Michi- 
gan and  New  York  choicest  barrel 
apples  and  will  retail  them  at  a 
remarkable  low  figure. 

Fancy  Kings;  No.  i  Spies; 
Baldwins;  Greenings  and  Rock 
Russctts. 

Ranging  in  price  from  $3  to 
$Z--$  if  taken  before  they  are  put 
in  the  cellar. 


No.  278 


An  Iron  Man 
Climbs  a  Ladder! 

Have  you  heard  about  him  ?  U 
not  come  to  our  store  to-day.  We 
want  all  the  buys  and  girle  to  see 
this  inleresting  new  toy— an  Iron 
Man  Climbing  a  High  Ladder 
just  as  quickly  as  a  real  man 
could  do  it.  Our  large  and  ex- 
clusive Toy  Display  continues  to 
be  the  center  of  interest. 

There  are  hundreds  of  new 
mechanical  toys  here  that  you 
ought  to  see.  It  will  make  you 
laugh  to  see  those  Dancing  Black 
Dogs,  Kicking  Mules,  the  Mule 
Playing  a  Drum,  the  Boy  Riding 
a  Runaway  Pig,  Quacking  Ducks, 
Lowing  Cows,  Bleating  Sheep, 
etc. 

The  Greatest  Doll  Show  ever 
held  under  ruof  in  Leavenworth. 
They  are  here  in  all  styles,  sizes 
and  prices.  Some  are  dressed  in 
silk,  some  in  cotton,  while  many 
have  no  dress  at  all.  Standing 
dolls,  sitting  dolls,  sleeping  dolls 
and  wide-awake  dolls.  Come  in 
and  make  your  holiday  selections 
at  once. 


We  Will  Beat  or 
Meet 

Any  price  offered  by  any  repu- 
table coal  dealer  in  Brockton  for 
full  weight,  good  quality  coal. 
Our  $7.75  Peerless  Stove  Coal  in 
tons  or  Baby  Bags  is  suiting  hun- 
dreds of  cooks. 


Beautiful  Gift 
Furniture 

There  can  be  no  more  service- 
able Gift,  nor  one  that  will  prove 
a  more  constant  reminder  of  the 
giver,  than  a  pretty  and  useful 
piece  of  furniture. 

There's  always  room  for  another 
rocker,  or  a  couch.  Some  nooks 
seem  made  for  a  little  parlor  table; 
and  the  hall  witliout  a  hat  rack 
looks  bare.  And  as  for  those  big, 
easy  Turkish  chairs  and  rockers, 
wouldn't  anybody  welcome  such 
a  gift  ?     Or  a  Morris  chair. 

Then  a  curio  cabinet  or  china 
closet.  How  much  more  at  ease 
one  feels  to  know  that  her  treas- 
ured bits  of  china  and  bric-a-brac 
are  safely  and  appropriately 
housed  in  a  handsome  cabinet. 
And  as  for  sideboards  and 
women's  desks — but  why  enume- 
rate ?  Our  Furniture  Depart- 
ment does  not  contain  a  thing 
that  wouldn't  please  and  satisfy 
as  a  gift,  whether  for  one's  own 
home  or  a  friend's. 

The  following  items  have  been 
selected  for  tneir  extreme  ap- 
propriateness, and  are  reasonably 
priced.  There  are  few  homes  in 
which  one  of  them  would  not  be  a 
higtily  treasured  acquisition — the 
styles,  construction  and  finish  are 
of  the  highest  character; 


More  of  These 
Coats  at  $22.50 

We  announced  Silk  Coats  like 
these,  a  few  weeks  ago— the  Most 
Remarkable  Coats  for  1^22.50,  the 
finest  garments  possible  at  the 
price. 

Women  came— saw — and  eager- 
ly took  them  all. 

Here's  the  happy  opportunity 
once  more  : 

Coats  of  fine  black  taffeta,  36 
inches  long  ;  sunburst  accordion 
plaits  falling  from  a  yoke  ;  fancy 
sleeves,  taffeta  stole. 

T/te  black  silk-and-lace  collar 
is  hand-made.     ;?22.5o. 


No.  283 


Blankets  Cleaned 

in  a  sanitary  way  that  restores 
freshness  and  beauty.  Allow  us 
a  trial  blanket- we're  sure  then 
of  the  rest,  for  our  perfect  process 
is  the  result  of  45  years'  experi- 
ence.    Prices  are  very  low,  too. 


No.  383 


'Phone  Books 
Bound,  25c. 

It's  hardy  to  have  the  Wash- 
ington secuon  of  your  telephone 
book  boui  d  separately.  We'll 
do  it  for  25;. 


Wrappers  and 
Matinee  Suits 
at  88c 

A  yearly  carnival  of  house  gar- 
ments that  almost  countless  wo- 
men look  forward  to  with  impa- 
tience. 

The  event  which  will  have  its 
inception  tomorrow  will  be  the 
greatest  of  all. 

There  will  be  an  innovation— 
besides  the  dainty,  comfortable 
Wrappers  there  will  be  introduced 
a  chic  little  "  Matinee  "  suit.  All 
actual  $1.50  Garments  at  S8c. 


No.  285 


Tuxedo  Coats 

Every  society  man  ought  to 
have  a  "dinner"  coat.  It's  a 
more  convenient,  smarter  garment 
than  the  "swallow-tail"  for  stag 
affairs. 

We  have  some  o£  these  coats 
beautifully  tailored,  90  per  cent, 
finished,  and  can  be  finished  to 
fit  you  in  two  hours  or  less.  Price 

513-50. 

Full  dress  suits,  $25.00. 


No.  286 


Gift  Furs 


The  elegant  and  the  inexpen- 
sive. 

Those  who  contemplate  giving 
Furs  for  Christmas  will  find  our 
immense  stock  and  Low  Prices 
great  aids  to  satisfactory  selection. 

Our  reputation  guarantees  re- 
liability, no  matter  how  little 
prices  may  be. 

Goods  held  for  delivery  at  any 
desired  time. 


Christmas 
Suggestions 

T-lie  Reliable's  plan  for  the 
Holidays  has  so  pleased  the 
people  that  they  have  responded, 
not  by  scores,  but  by  hundreds, 
and  our  books  are  filling  with 
new  accounts.  No  such  plan  has 
ever  before  been  proposed  by  a 
furniture  house.  It  allows  a  full 
expression  of  holiday  sentiment 
without  having  any  effect  on  your 
cash  resources.  Heretofore  it  has 
been  impossible  to  secure  easy 
terms  of  accommodation  on  any- 
thing, save  that  intended  for  your 
own  use.  Now,  according  to  our 
new  plan,  you  can  give  away  any- 
thing we  have  in  stock  and  take 
the  same  time  and  way  to  pay  for 
it.  We  will  make  the  deliveries 
at  or  close  to  Christmas  time,  as 
you  desire,  and  you  may  even 
come  now,  make  your  selections 
and  have  them  laid  aside  until  you 
want  them  delivered.  We  are 
sincere  in  every  word  uttered  in 
this  advertisement,  and  the  plan 
is  at  your  disposal  precisely  as 
stated.  Nearer  and  nearer  we 
are  approaching  that  ideal  method 
of  merchandising  which  is  des- 
tined to  throw  aside  all  ancient 
plans  and  make  buying  a  real 
pleasure  instead  of  a  burden,  as 
It  is  in  many  cases.  We  are  ele- 
vating and  dignifying  credit  pur- 
chases, and  eventually  you  will 
think  of  the  Reliable  Furniture 
and  Carpet  Co.,  alone,  when  you 
think  of  furniture  and  household 
necessities.  Our  Store  is  open 
evenings  for  the  benefit  of  those 
who  cannot  conveniently  shop 
during  the  day. 


To-Morrow  Is 
Wash  Day 

again  at  the  Conser  Laundry. 

While  busy  with  your  Christ- 
mas shopping  send  t1ie  family 
washing  to  the  Conser  Laundry. 
Rough  Dry  5c.  the  pound. 


No.  289 


Wholesome 
Sweets 

Whipped  Cream  Chocolates. 
Described.  Chocolate  creams, 
with  a  soft,  frothy  center,  unus- 
ually delicate  and  light,  in  vanilla 
or  chocolate  flavor.  20c  a  pound, 
regularly  30c. 

Fresh  and  pure. 


No.  290 


How  Would  a 
Dress  Pattern  Do? 

Lots  and  lots  of  mothers  and 
daughters,  and  sisters,  too,  would 
much  prefer  a  practical  gift- 
material  for  a  dainty  house  or 
evening  dress,  a  street  dress— to 
some  trinket  or  ornament  they 
have  no  special  use  for.  Here 
are  three  specials  for  to-morrow 
that  may  help  you  out  • 

(Descriptions  and  prices.) 


Babies'  $5.00 
Corduroy  Coats 

$3-49 

Any  little  one— 2  to  4  years  old 
—on  your  Christmas  list?  If 
there  is,  here  is  the  swellest  little 
Corduroy  Coat,  full  box  effect, 
with  double  row  of  pearl  buttons 
in  front  and  patent  leather  belt. 
But  that's  not  all  of  it— there  is  a 
large  pointed  collar,  trimmed  with 
lace  medallions  and  edged  with 
cord.  A  S5  coat  inside  and  out 
— for  to-morrow  it  is  specially 
marked  ?3.49-  Every  coat  warm- 
ly interlined.  Bruwn,  blue,  tan 
and  garnet. 

More  gifts  for  tiny  toddlers. 
(List  and  prices.) 


No.  292 


Women*s    Correct 
Hosiery 

The  novelties  in  stockings  will 
receive  the  first  showing  here 
from  now  on.  New  importations 
of  the  very  latest  effects  will  arrive 
every  week  or  ten  days. 

This  will  be  a  new  way  of  doing 
things  compared  with  the  old  way 
of  having  them  come  in  great  lots 
—means  getting  a  greater  variety 
of  the  exclusive  things. 

The  latest  dictates  of  fashion 
demand  a  color  scheme  from  bon- 
net to  foot-gear.  Among  the 
leading  and  most  exclusive  shades 
in  hosiery  are  violet,  geranium, 
emerald,  morocco,  French  blue, 
aqua  marine  blue,  livree  shades, 
biscuit,  tan  and  onion.  White 
will  also  be  notably  popular. 
Daintily  embroidered  in  self  or 
contrasting  colors,  in  plain  lisle  of 
sheerest  Gossamer  fabrics,  lace 
ankle  and  lace  allover. 


186 


POWELL'S  PRACTICAL  ADVERTISER. 


No.  293 


No.  297 


No.  302 


No.  306 


Suits  for 
Stout  Boys 

Our  Boys'  Clothing  Store  is 
prepared  to  serve  the  stout  boy 
unusually  well.  To-day  we  show 
an  excellent  group  of  new  Double- 
breasted  Jacket  Suits,  with  knee 
trousers,  especially  adapted  to  his 
needs. 

We  should  very  much  like  to 
have  parents  come  in  and  see 
these  handsome  suits  —  parents 
who  want  to  clothe  their  young 
sons  with  tasteful  and  ser\'iceable 
suits  and  at  the  same  time  exercise 
their  thrift. 

All-wool — every  thread. 

And  besides  their  stylish,  good 
looks,  there  are  many  points  of 
goodness  in  these  suits  that  are 
invisible— but  they  tell  in  the 
wear. 

Double-breasted  Jacket  and 
Knee  Trousers  ;  sizes  for  12  to  16 
years.  In  mixed  cheviot,  at 
^6. go,  $7  50  and  $8.75,  In  blue 
serge,  at  $6.50  to  gio. 


No.  294 


Win  Her  With  a 
Diamond 

Buy  your  loved  one  a  diamond 
for  Christmas — the  rest  will  be 
easy. 

Diamonds  $7.50  up. 

Our  part  payment  system  makes 
a  diamond  easy  to  buy  and  easy 
to  pay  for.  Drop  in,  we  will  be 
pleased  to  show  you  goods  and 
give  you  full  particulars.  We  re- 
quire no  money  down  at  the  time 
you  buy,  and  make  terms  to  suit 
you. 


Xmas  is  Coming- 

Celebrate  the  New  Year  by 
opening  an  interest-hearing  sav- 
ings account  with  the  National 
Safe  Deposit,  Savings  and  Trust 
Company,  This  company  has 
2:5.000  such  accounts,  and  has  im- 
proved frtcilities  for  the  accommo- 
dation of  as  many  more. 

Executor  of  Wills.  Adminis- 
trator of  Estates.  Guardian  of 
Minors. 

Thomas  E.  Jones,  President ; 
E  Francis Riggs,  Vice-President; 
W'm.  D.  Hoover,  Vice-President 
and  Trust  Officer. 


Exquisite  Creations  in 
Easter  Millinery 

All  honor  to  the  stunning  crea- 
tions which  brought  thousands 
of  women  to  our  opening  the  past 
wetk. 

We  were  never  quite  so  satisfied 
with  our  display  01  hats,  and  the 
enthusiasm  of  the  throngs  of  styl- 
ishly dressed  women  who  visited 
the  department  during  the  opt-n- 
ing  days  is  evidence  that  the  ele- 
gance of  the  Millinery  is  ai>i)reci- 
ated. 

But  there  is  something  more 
than  elegance  to  all  this  finery, 
they  are  practical  and  serviceahle 
Hats.  And  we  might  also  add 
that  thty  are  very  reasonable  con- 
sidering the  material  used. 

We  have  made  up  a  collection 
of  beautiful  Hats  from  ttnj  open- 
ing display  and  marked  iliem 
specially  as  an  interesting  feature 
for  Monday.  They  are  very  ele- 
gant French  Hats.  The  special 
price  will  be  $25.00. 


A  Waist  for  a  Girl 

A  Christmas  suggestion — Silk 
Waist  in  a  dainty  gift  box.  Think 
it  over!  No!  better  come  and 
see  the  waists — they'll  persuade 
you.  These  are  merely  a  handful 
of  the  many  lovely  ones  : 

(Descriptions  and  prices.) 


No.  298 


Frames  for  all  pictures — Pictures 
for  all  frames. 

New  Middletown  post  cards. 

The  first  two  of  our  new  series 
of  local  souvenir  cards  are  just  in 
— more  to  follow. 

These  are  views  of  the  State 
Hospital  and  Thrall  Park,  which 
are  gems  of  color  work. 

"  Pretty  enough  to  frame,"  is 
what  our  customers  say — but  the 
cards  are  "  two  for  5c,"  just  the 
same. 

Plenty  of  new  comic  and  other 
local  post  cards. 

Some  made  of  burnt  leather  and 
some  of  aluminum. 

Post  Card  Albums  in  many 
sizes  to  suit  any  size  collection, 
25c.  up.  Some  in  padded  leather 
covers. 

HANFORD  &  HORTON, 

6  North  Street, 

New  York  daily  papers  delivered 

—Office  supplies  of  all  kinds. 


No.  299 


Bargains  in  Belts 

Immense  lot  of  odds  and  ends 
and  samples  of  an  Eastern  make  ; 
many  very  beautiful  designs,  belts 
that  have  sold  up  to  Si-oo,  all  go 
at  the  uniform  price  of  3gc. 


Tudor  Ties 
for  Women 

The  Ties  that  are  to  be,  this 
season. 

The  Tudor  Tie  is  a  slipper-like 
shoe  with  wide  ribbon  bow.  It 
has  smartness  to  a  high  degree— 
and,  in  addition,  is  very  comfort- 
able. It  is  adaptable  to  any 
shape  of  foot. 

Taker  all  in  all,  it  is  not  the 
least  bit  surprising  that  it  is  the 
premier  shoe  for  women  this  sea- 
son. 

At  three  prices : 

Women's  Tan  Kid  Tudor  Ties  ; 
turned  soles,  plain  toes,  high 
English  heels.     At  ^3  a  pair. 

Women's  White  Linen  Tudor 
Ties,  with  turned  soles,  high, 
straight  white  heels;  smart  last. 
At  %\  a  pair. 

Women's  Patent  Leather  Tudor 
Ties,  with  light  welted  soles  and 
high  Cuban  heels.  At  $5  a  pair. 
Same  style  made  in  dull-finished 
and  tan-color  calfskin. 


No.  301 


Jeweled 
Back  Combs 

Among  the  new  Comb  ideas 
we  have  placed  on  sale  an  assort- 
ment of  ten  beautiful  and  exclu- 
sive styles  in  rich  shell,  amber 
and  clear  colors,  mounted  wiili 
etTective  Japanese  designs,  and 
set  with  brilliant  inlaid  g"ld, 
olivine,  turquoise,  rose, amethyst, 
topaz  and  French  crystal  settings, 
for  J3.S0. 


Frames  for  all  pictures — Pictures 
for  all  frames. 

Why  not  some  new  pictures? 

House  cleaning  and  moving 
time  always  reveals  places  where 
new  pictures  will  add  to  the  ap- 
pearance of  your  rooms.  You 
can  find  here  the  right  picture  for 
any  room  in  your  house,  or  your 
friend's,  if  you  wish  to  make  a 
gift. 

Water  colors,  carbons  and 
otliers  for  your  best  rooms.  Suit- 
alile  pictures  for  your  library. 
Odd  pictures  for  your  den.  Fit- 
ting pictures  for  your  dining- 
room.  Pretty  but  inexpensive 
pictures  for  bed-rooms.  Prices 
from  $  1 5  to  1 5c.  Come  and  enjoy 
our  picture  display. 

HANFORD  &  HORTON, 
Rubber  stamps  made  to  order. 
New  York  daily  papers  delivered. 


No.  303 


Black 

Silk  Grenadines 

Again 

at  Half  Price 

The  second  telling  of  a  very 
good  tale. 

Some  weeks  ago  the  first  lot 
came— splendid  all-silk  Grena- 
dines, from  the  manufacturer  who 
makes  them  best.  We  said 
"  Half  Price  "  then,  as  now — and 
they  were  sold  in  a  flash. 

The  same  firm,  fine  quality  in 
this  day's  offering.  The  vaiue- 
ful  opportunity  repeated.  Staple 
patterns.  Fine  black  Grenadine 
at  Half-price. 

At  75c.  yard,  worth  $1.50 — All 
Silk  Grenadines,  in  faille  silk 
stripes,  cluster  satin  stripes,  and 
embroidered  figures  on  Pekin 
satin-striped  grounds. 

At  ?i.25  yard,  worth  $2.50— All 
Silk  Grenadines,  with  embroider- 
ed polkadots. 

All  44  inches  wide. 


A  Catholic 
Young  Lady 

would  appreciate  a  nice  Rosary 
for  Xmas.  We  have  them  from 
25c. to  $5. 


IOC  Ginghams 
At  6c.  a  Yard 

There  was  lively  selling  on 
Saturday  among  these  attractive 
staple  Ginghams  of  the  regular 
IOC.  quality  at  6c.  a  yard.  It  is 
rare  indeed  that  such  a  bargain  is 
to  be  found  in  goods  that  usually 
maintain  their  regular  prices  so 
rigidly.  The  mill  had  its  own 
reason  for  wanting  to  dispose  of 
400,000    yards    in    a    hurry,  and 

was  the  only  customer  who 

would  attempt  the  distribution  of 
such  an  enormous  quantity. 

There  are  more  than  sixty  dif- 
ferent patterns  to  select  fpom,  in 
little  checks,  corded  and  narrow 
stripes,  as  well  as  plain  chambray 
effects, in  light  blue,  (ightpink, 
navy  blue,  tan,  grayi  ox-blood 
and   black  combined  ^ith  white. 

Regular  loc.  qualUy  at  6c.  a 
y.ir<l.  ' 


Children's  Reefers 
A  Sample  Lot 

Handsome — the  most  fastidious 
gr.iwn-up  could  not  desire  more 
stylish  wraps  than  these  Chil- 
dren's Reefers  are. 

Some  are  imported  models,  the 
rest  close  copies.  All  the  new 
shades  and  styles  and  shapes  and 
trimmings.     Mighty  pretty  to  see. 

S8.00  to  #16.50. 

Worth  S16.00  to  S35.00. 

Sizes  for  3 ,  4  and  5  years. 


No.  307 


How  to   Have  the 
Boy  Well-dressed 

Bring  him  to .  Our  Boys' 

Clothing  Store  is  smashing  pre- 
vious records  this  year.  And  no 
wonder. 

Our  display  of  Spring  clothes  is 
perhaps  the  handsomest  we  have 
yet  shown.  Style  and  newness — 
everywhere. 

And,  besides,  here  are  some 
special  offerings: 

Fifty  Sample  Suits;  double- 
breasted  jacket  and  knee  trousers; 
in  high-grade  mixed  cheviots; 
sizes  for  10  to  15  years.  At  S4-SO, 
worth  $6.50  to  S7-50. 

One  hundred  Double-breasted 
Jacket  Suits,  with  two  pairs 
trousers;  in  mixed  cheviots;  sizes 
for  8  to  16  years.  At  $5,  worth 
gb.50. 


No.  308 


Men's  Suits 
And  Overcoats 

At $15^ 

In  our  Men's  Clothing  Store 
we  have  a  very  choice  collection 
of  Spring  Suits  and  overcoats  for 
Men  at  J15. 

We  have  given  a  lot  of  atten- 
tion to  our  Men's  Clothing  at  this 
figure  and  feel  sure  that  it  cannot 
be  approached  any^vhere  else  for 
the  money.     These  at  $15. 

Hard-twisted  Worsted  Sack 
Suits,  in  neat  gray  effects,  single- 
breasted. 

Black  Thibet  Sack  Suits,  double 
and  single-breasted ;  half-lined 
with  Venetian  cloth.  A  service- 
able, dressy  suit. 

A  very  stylish  blue  unfinished 
worsted,  made  into  a  single- 
breasted  sack  suit. 

Crutaway  Frock  Suits,  of  black 
Thibet;  a  remarkably  dressy  suit. 

Spring  Overcoats,  of  black  and 
Oxford  cheviots,  lined  with  Ven- 
etian cloth;  satin  sleeve-lining. 
AUo  in  Oxford,  silk-lined. 

The  best  Raincoats  in  New 
^'ork,  of  Oxford-mixed  worsteds. 


Prairie  Grass 

Furniture 

One  of  the  most  durable  kinds 
of  Summer  Furniture,  made  of 
the  wild  grass  that  grows  abun- 
(!,iiUly  in  some  of  our  Western 
Slates,  Manufactured  by  machin- 
ery into  twine-like  strands,  then 
wiiven  or  braided  into  many  styles 
of  furniture.  A  rich  green  color, 
both  durable  and  artistic. 

Chairs  at  57,  ?g,  Jii,  $12  and 

Rockers  at  56,  ?7.25,  $g,:?g.so, 
?ii  50,  $12,  ?i2.5o  and  ^13.50. 


CYCLOPEDIA  OF  RETAIL   AND  LOCAL   ADVERTISEMENTS. 


187 


No.  310 


New 
Shirt-waist  Suits 

Surely  as  the  blossoms  come 
after  the  snow  the  Shirt-waist 
Suit  retunis  to  favor.  Sensible 
and  pretty.  But  when  they're 
bad  they're  horrid— sleeves  and 
shoulders  and  hips  must  fit  as 
well  as  they  do  in  these  stylish 
suits  of  ours. 

Not  often  found  so  smart — so 
low  priced. 

At  $2.25 — Of  sheer  white  lawn; 
waist  plaited  and  trimmed  with 
embroidery.  Gored  skirt,  trim- 
med with  embroidery. 

At  $2. 50— Of  checked  ging- 
ham; gathered  at  neck  and  trim- 
med with  stitched  bands  and 
buttons.  Gored  skirt,  trimmed 
with  stitclied  straps  at  bottom. 


No.    311 


I  Undersell  the 


Dr 


"Drug  Trust" 
ruggist 

on  medicines  and  toilet  articles. 

I  am  satisfied  with  a  fair  profit 
on  medicines  and  toilet  articles, 
and  for  that  reason  I  have  re- 
mained out  of  the  combination  of 
local  druggists,  whose  aim  it  is  to 
maintain  high  prices.  Here  are 
some  anti-trust  prices  : 

Cascarets,  zjc.  size,  20c.;  50c. 
size,  40C. 

Fletcher's  Castoria,  35c.  size, 
20C. 

Electric  Bitters,  50c.  size,  35c. 

Lyon's  Tooth  Powder, 25c.  size, 
15c. 

Orrine,  No.  i,  $1  size,  75c. 

Orrine,  No.  2,  gi  size,  75c. 

Munyon's  Paw-Paw,  $1  size, 
67c.  (3  for?2). 

All  Munyon's  25c.  Remedies, 
17c.     3  for  50. 


No.  313 


Men's  Half  Hose 
And    Underwear 

A  handsome  showing  of  light- 
weight Half  Hose  and  Under- 
wear, suitable  for  wear  this 
weather. 

Cool,  sanitary — and  protective. 
Moderately  priced. 

Men's  Half  Hose  at  25c.  a  pair 
— Of  imported  black  lisle  thread, 
allover  openwork. 

Black  or  tan  lisle  thread,  with 
open-work  side-clocks. 

Black  cotton,  with  lisle  spliced 
soles. 

Black  cotton  with  unbleached 
soles. 

Tan,  gray  or  cadet  blue  cotton, 
with  lisle  spliced  soles. 


No.  313 


This  is  Weather- 
Strip  Weather 

and  we  are  sending  out  orders  for 
weather  strips  to  every  section  of 
the  city.  Winter  has  given  warn- 
ing blasts  of  the  cold  weather 
that  is  to  come  and  now  is  the 
time  to  get  these  weather  strips 
on  your  doors  and  windows. 

Be^t  Felt  Weather  Strips,  One 
Cent  a  Foot. 

Drop  postal  or  'phone  Main 
626,  and  our  representative  will 
call,  take  measurements  and  sub- 
mit estimates  free. 


No.  314 


Women's 
Stockings 

An  opportunity  of  moment. 

Stockings  of  fine  lisle  thread, 
correct,  lasting,  well-fitting  and 
comfortable  for  Summer 

And  hereby  hangs  the  tale. 

At  25c.  pair,  usually  3SC.— Of 
impitrted  fast  black  lisle  thread 
in  Richelieu,  cluster  or  small 
rihbed  effects. 

At  50c.  pair,  instead  of  $1 — 
Two  styles  of  fine  ingrain  lisle 
thread  Stockings;  one  is  a  bril- 
liant lisle.  Quahlies  that  sell  at 
5 1  a  pair.  An  overstocked  im- 
porter sold  us  the  lot  at  half- 
price. 


Style  in  Walking 
Skirts  and  Only 
$2.95  to  Pay. 

The  very  swing  of  these  trim 
skirts  of  the  fancy  mixed  mate- 
rial is  good  stj-le.  While  the  Kcn- 
eral  effect  is  dark,  there  are  glints 
of  color  breaking  all  over  tlie  sur- 
face. Seven  gores  is  the  original 
plan  of  the  skirts,  but  the  tnple 
pleats  that  start  below  the  hip 
line  and  continue  to  the  foot  in- 
sure that  smooth,  snug  fit  at  to]i, 
and  give  the  breadth  and  fullness 
at  foot  now  so  necessary.  Any 
wonder  we  call  them  trim  I  At 
four  dollars  you  would  think  them 
absurdly  cheap— at  J2.qs  you'll 
think  as  we  do,  that  they  are  a 
most  unusual  bargain. 


Easter  Ribbon 
Savings 

Easter  Ribbons  in  amazing 
variety.  Our  greatest  display. 
Ribbons  for  girdles,  neckwear 
stocks,  sashes,  hat  trimming. 
For  fancy  work,  for  dressmaking. 
Dainty  wash  ribbons  for  women 's 
lingerie.  Beautiful  white  ribbons 
for  Easter. 

zqc.  Soft  White  Messeline,  5  J- 
inches,  iqc. 

6-in.  Wliite  Satin  Taffeta  Sash 
Ribbon,  35c. 

40C.  White  Messeline  Ribbon , 
special,  2gc. 

15c.  3',  inch  White  Wash  Taf- 
feta, at  loc. 

No.  7  White  and  Colored  Taf- 
feta, at  5c. 


No.  317 


The  "  Henley,"  I3 

A  new  hat  for  college  fellows 
that  smacks  strongly  of  the  cam- 
pus. 

It  has  a  certain  air  of  distinct- 
iveness about  it.  And  breathes 
a  spirit  of  independence  and  free- 
and-easyism. 

The  crown  is  low — five  inches. 

The  brim  widths  are  2%  and 
jij  inches.  The  narrow  brim  is 
in  favor  this  season. 

It  may  be  worn  telescoped, 
dented  and  various  other  ways; 
and  perhaps  therein  lies  the 
principal  feature  of  this  hat— its 
absolute  obedience  to  the  wearer's 
whims.  The  brim  may  he  crush- 
ed any  vhich  way — and  that  way 
it  stays. 

In  pei.rl,  fawn,  copper  and 
black. 

Hat  Bands  in  college  colors— 
35c.  and;  .c. 

The  "  henley"— f3. 


No.    318 


SCHOLLE'S    GOOD    FUR- 
NITURE. 

"My  Lady's 
Treasure  House" 

The  furnishing  of  the  Dining 
Room  is  not  complete  without  a 
China  Closet.  It  is  "My  Lady's 
Treasure  House,"  where  those 
dainty  pieces  of  china  and  cut 
glass  are  stored  safe  away  from 
dust  and  miscliievous  fingers. 

This  store  makes  a  feature  of 
these  pieces  of  furniture. 

A  solid  phalanx  of  them 
stretches  down  one  entire  wall 
of  the  main  floor,  in  English  oak 
and  real  mahogany,  some  severely 
plain,  others  elaborately  carved — 
all  masterpieces  of  the  furniture 
maker's  art.  The  prices  range 
between  $18  and  $150,  and  at  all 
in-between  prices. 

China  Closets,  Dining  Tables 
and  Chairs,  Sideboards  and  Buf- 
fets, come  under  the  head  of 
"Thanksgiving  Furniture"- at 
this  season  a  magnificent  sliowing 
here  of  all  such. 


No.  319 


Outfitting  Girls 
For  Spring 

It's  like  second  nature  to  us — 
dressing  girls  in  the  most  stylish, 
sprightliest  mode.  But  primarily 
the  way  the  girls  themselves  wish. 

And  for  tliese  springtime  days 
we  are  prepared  exceedingly  well. 
Suits,  Dresses,  Jackets  and  Reef- 
ers— an  abundance  of  all  in  the 
newest  and  best. 

Perhaps  you  may  be  able  to 
get  a  faint  idea  from  these; 

Suits,  beginning  at  $10.  A 
most  complete  and  handsome  as- 
sortment in  blouse  and  coat  ef- 
fects, up  to  $72. 

Wool  Dresses,  beginning  at  S5, 
for  a  stylish  little  Russian  dress 
of  fancy  brilliantine.  Others  up 
to  S16.75. 

Covert    Cloth    Jackets,   ?5    to 

Regulation  Reefers  of  navy 
blue  serge  and  covert  cloth; 
double-breasted  front,  belted 
back;  lined  with  Italian  cloth; 
embroidered  chevron.   $5. 


Spring  Shoes 
for  Women 

To-day's  special  word  is  of 
three  different  lines  of  stylish 
shoes  for  women,  any  of  which 
would  be  counted  fairiy  priced  at 
$3.  The  Wanamaker  prices  are 
$2  and  $2.40,  and  the  shoes  are 
made  up  to  the  Wanamaker 
standard  in  every  way. 
The  descriptions  follow: 
Women's  Brown  Kid  Oxfords 
at  $2. 

Rich  nut  brown  m  color;  sott 
texture;  made  with  welted  soles 
and  neat  military  heels  on  shape- 
ly last. 

Women's  Black  Kid  Oxfords 
at  S2. 

Soft  lustrous  black  kid.  with 
tips  of  same;  welted  soles  of  flex- 
ible oak  leather;  shapely  toes  and 
heels. 

Women's  Patent  Kid  Blucher 
Oxfords  at  $2.40. 

Smart  in  design,  comfortable  to 
wear;  japanned  kidskin  in  the 
best  shiny  leather  for  Spring 
wearing,  and  these  shoes  are  cor- 
rect in  every  way. 


No.    321 


Thanksgiving 

Appetites 

Are  Prodigious  ! 

In  spite  of  the  sentiment  that 
attaches  to  this  great  American 
festival,  it  is  unquestionably  the 
Thanksgiving  dinner  that  has  be- 
come the  leature  in  the  day's  ob- 
servance. The  whole  menu,  for 
the  approaching  feast,  has  already 
been  planned  by  the  thrifty  house- 
wife. 

We  wonder  if  she  has  given 
the  attention  to  the  Table  Ser- 
vice that  this  important  adjunct 
deserves.  The  enjoyment  of  a 
dinner  is  greatly  enhanced  if  the 
table  appointments  are  tasty  and 
complete.  Not  necessarily  elab- 
orate or  expensive,  but  neat. 

For  instance ,  your  dinner  ware , 
is  it  not  about  used  up?  This 
is  the  time  to  replace  it  with 
one  of  ours.  Where  would  you 
expect  to  find  a  greater  assort- 
ment, more  attractive  patterns, 
more  reliable  goods  or  more  satis- 
factory prices  than  at  the  "  Big- 
gest Crockery  Store  in  the  State  ? 

Open  stock  patterns  and  regu- 
lar sets,  Haviland  China,  Eng- 
lish, German  and  Domestic 
goods,  at  any  price  you  choose. 
Course  Sets,  Chop  Plates,  Cups 
and  Saucers,  etc. 

Tasteful  Glassware  is  always 
effective.  See  to  it  that  your 
table  is  properly  supplied; 
wliether  you  need  much  or  little, 
we  are  yours  to  command. 

Carvers?  Oh,  yes,  we  keep 
Carvers ;  turkey  size  or  for  the 
small  birds.  This  will  interest 
the  man  of  the  house.  He  has 
to  do  the  carving.  Then  there's 
that  immense  department  of 
kitchen  furnishings.  Possibly  you 
think  that  your  kitchen  is  well 
supplied  with  the  needfuls  for 
preparing  the  great  feast.  We 
venture  to  say  that  it  is  not,  un- 
less you  have  recently  visited  our 
kitchen  department.  There  are 
so  many  new  and  practical  articles 
continually  being  brought  out  for 
the  convenience  of  the  cook,  that 
but  few  households  are  lacking  in 
something  useful.  Hadn't  you 
better  look  into  this  subject  ? 


No.  333 


Reed  Furniture 

Better  known  as  "wicker"  or 
"ratun"  furniture.  Made  from 
reeds  that  are  grown  in  China 
and  India.  Bleached  and  cleaned 
to  whiten  them,  and  finished  with 
clear  shellac  to  leave  the  natural 
color,  or  stained  and  enameled  in 
various  colors.  Some  of  the 
pieces  are  handsomely  uphol- 
stered with  seat  cushions,  or  seat 
and  back  cushions  in  fancy  cre- 
tonnes and  drapery  cloths.  Prices 
range  in  various  finishes. 

Chairs  at  $7.50,  «8,  $8.50,  $9.75. 
$io.5o,$i3^St3.5°.  *I4,  ?i6.  *'q> 
5iq.5o  and  $20. 

Rockers  at  $8.50,  $q,  $10,  $12.50, 
Ji3,Si4andl5i7.     ^         .        , 

Settees  at  $13,  *2o,  $21,  $24, 
S26,  ^30  and  S33-50. 

Suites,  of  three  pieces,  at 
$52.50,  ;f5o  and  $73.50. 


No.  3'.i3 


Remember  to 
Dine  Here  on 
Sunday 

Another  of  those  famous  50c. 
Table  d'Hotes  will  be  served  from 
1. 30  to  6p.m.  Best  meal  of  the 
week,  you'll  say. 

Stop  in  fo-  a  Club  Breakfast 
any  day.    25c.,  30c.,  35c. 


188 


POWELL'S    PRACTICAL   ADVERTISER. 


Ko.  335 


Men's  Derbies 
^'•75.  Worth^2.5o 

Again  to-day. 

We  weren't  a  bit  surprised  yes- 
terday that  these  Derbies  were 
snipped  up  so  quickly.  It  was 
just  in  the  nature  of  tilings. 

To-day  the  Quantity  is,  of 
course,  depleted;  but  the  choosing 
still  remains  just  as  good. 

The  designs  are  all  new  this 
Spring— and  in  variations  to  suit 
any  man's  taste.    All  sizes. 

We  told  it  yesterday — why  these 
Derbies  are  |r  75,  instead  of 
?2 ,50.  And  $2.50  is  conservative, 
mind  you. 

In  black  only. 


Xo.  335 


A  Proposition  to 
Property  Owners 

There  are  any  number  of  reasons 
why  it  is  best  to  have  an  agent  at- 
tend to  tlie  renting  of  your  prop- 
erty^and  as  many  more  why  we 
should  have  that  agency. 

We  have  facilities  for  calling 
property  to  the  attention  of  prob- 
able tenants  that  are  unequaled. 
The  department  is  in  the  charge 
of  a  man  thorouglily  versed  in  all 
questions  pertaining  to  the  man- 
agement of  real  estate.  We  have 
numerous  applications  for  houses 
of  all  sorts,  for  tenants  look  to 
this  office,  as  buyers  and  sellers  ot 
property  do,  as  the  one  most  likely 
to  meet  their  demands. 

We  can  rent  your  houses  to 
good  tenants.  We'll  manage  the 
property  so  that  it  will  pay  the 
greatest  possible  amount  of  inter- 
est on  your  investment. 

Tenants  and  owners  alike  find 
advantage  and  convenience  in 
dealing  with  this  office.  Let  us 
have  your  houses  to  rent. 


No.  326 


Lace  Remnants 
At  One-half  to  Three- 
quarters  Off  Retail 
Prices 

A  house-cleaning  in  our  Lace 
Stockrooms. 

About  one  thousand  remnants. 

Torchon  Laces,  in  cream  and 
white,  and  in  almost  all  widths; 
Net  Top,  black  Chiffon  Ap- 
plique, Cluny,  and  many  beauti- 
ful pieces. 

Also  some  Laces  and  Inser- 
tions, at  5c.  a  yard,  were  loc.,  15c. 
and  20c. 

Also  some  Lace  Medallions  at 
5c.  each.  And,  besides,  fancy 
pieces  of  trimmings  are  marked 
5c.  a  yard. 


No.  327 


Concerning  Fire 
Dogs 

Dog  days  have  gone,  but  fire 
dog  days  are  coming  and  our  fire 
dog  show  is  open.  The  black  iron 
ones  have  the  call  just  now  and 
we  show  some  new  and  very 
artistic  designs.  The  prices  start 
at  about  ?3.oo. 

We  also  have  the  other  things 
necessary  to  your  fire  place,  such 
as  Spark  Guard*.  Bellows,  Fire 
Sets  and  Hearth  Brushes.  The 
assortment  and  the  p^fices  are  both 
attractive.  { 


Feather  Dusters 

We  have  as  many  kinds  and 
possibly  a  few  more.  We  Inve 
as  good  quality  and  perhaps  a 
little  better — we  have  as  low  prices 
and  we  think  a  little  lower,  than 
may  be  found  at  other  places. 

Regular  Ostrich  Feather  Dust- 
ers, 25  cents  up. 

Soft  Ostrich  Picture  Dusters; 
85  cents  up. 

Our  Dusters  are  selected  with 
special  care  and  we  feel  sure  that 
they  will  suit  you. 

Also  Brooms  and  Brushes. 


No.  329 


Taffeta  Silk 
Dresses 

Paris  will  have  nothing  less 
brilliant  than  silk  in  its  Spring 
dresses.  The  taffeta  silk  suit  lias 
become  a  perfect  rage,  and  there 
is  good  reason  for  the  admiration. 
The  silks  are  beautiful,  and  they 
are  in  many  different  colors. 

Both  the  tailor  and  the  dress- 
maker are  able  to  produce  re- 
markably beautiful  effects  in 
wonderful  variety.  Our  stocks 
show  that  they  may  still  be 
beautiful  at  very  moderate  cost. 

Shirt-waist  Suits  range  in  price 
from  $10.75  to  ;f35. 

Silk  Tailor-made  Suits,  at  $20 
to  $bo. 


No.  330 


Lingerie 
From  France 

As  to  small  prices  you  will  say 
that  these  arc  more  powerful  than 
such  little  figures  ever  were  be- 
fore. 

They  buy  Paris-made ,  hand- 
made dainty  Muslin  Underwear, 
tliat  women  will  describe  with 
many  admiring  adjectives.  Not 
often  found  for  so  little. 

Corset  Covers.  Nainsook, 
trimmed  with  fine  lace  or  em- 
broidery, in  many  charming 
styles,  $2.50,  $3.50  and  $5. 

Drawers.  Nainsook,  ruffled, 
flounced,  trimmed  with  lace,  em- 
broidery and  ribbon.  $3,  $3.50 
and  S5. 

Chemises.  Nainsook,  fi  n  e  1  y 
plaited,  embroidered  and  lace 
trimmed.    $2.50,  $3.50  and  $$. 


No.    331 


Are  You  Satisfied.'' 

Are  you  content  to  plod  along, 
doing  uncongenial  poorly  paid 
work  ? 

Are  you  satisfied  with  the  pres- 
ent ?  Or  have  you  a  spark  of  ambi- 
tii>n— a  desire  to  better  your  con- 
dition, to  rise  above  your  fellows  ? 

Tlien  let  us  make  you  a  busi- 
ness specialist. 

Set  your  mark  high  !  Resolve 
to  press  forward  and  upward  day 
by  day  until  tlie  goal  of  success  is 
reached. 

RiRht  now,  while  you  are 
youiiK,  is  the  time  to  lay  tlie  cor- 
ner-stone of  fame  and  fortune.  A 
thorough,  practical  business  edu- 
cation is  the  foundation  on  which 
you  can  raise  the  mighty  suncr- 
struclure  of  success.  Begin  lay- 
ing [hat  foundation  now. 

We  teach  Bookkeeping.  Sten- 
ography, Typewriting,  Penman- 
ship, English,  Commercial  Law, 
Arithmetic.  Write  to-day  for  free 
illustrated  catalogue. 


Thursday,  September  8,  1904. 

'*  Brown's  in 
Town" 

You  will  warm  up  to  the  new 
shade  of  brown  suits  cut  single 
and  double-breasted,  the  newest 
feature  of  Fall  styles. 

Our  tailors  put  in  their  best 
work  on  the  line  of  browns  we 
siiow  at  $15.  Fitting  qualities 
superb  ;  style  the  smartest;  suits 
most  satisfying. 

You  are  invited  to  see  these  and 
other  Fall  suits  and  top  coats  now 
on  view. 

Brown  in  hats  too— Derbys  and 
soft  hats  in  the  approved  fashi^itis, 
Crofut  &  Knapp  makes,  $2  and 
fj:  Stetson  make,  up  to  $4. 

Everything  boys  need  to  wear 
to  school  is  ready  to  wear,  here. 
Our  prices  are  never  high. 


No.  333 


Thanksgiving 
Anticipations 

The  great  American  holiday  is 
first  and  foremost  a  Home  Holi- 
day. A  triumph  it  was  to  our 
forefathers  in  that  they  had  found 
a  Home.  To  us  its  significance 
is  similar. 

For  weeks  your  household 
wants  have  been  studied,  and 
now,  before  the  usual  rush,  is  the 
time  to  make  your  home  replete 
with  the  comfort  and  elegance  be- 
fitting the  occasion. 

Firstly,  consider  our  Sideboards. 
The  latest  designs  in  Mission, 
r.olden  Oak  and  Mahogany— 
many  with  swell  fronts  and  claw 
feet,  so  characteristic  of  Colo- 
nial furniture,  from  ?i2  to  $175. 

Extension  Tables,  likewise  in 
Golden  Oak,  Mahogany  and  Mis- 
sion ;  Round.  Square  ;  some  to 
match  the  above  Sideboards,  ;?i8 
to  $110. 

China  Cabinets,  some  with  the 
straight  line  in  Chippendale  ef- 
fect ;  some  massive  with  Pointed 
and  Fluted  Columns,  $15  to  $1 10. 

Dining  Chairs  with  the  graceful 
curves  of  French  leg  and  in  styles 
so  varied  that  they  match  any 
room,  $1  to  $25. 

In  this  department  we  have 
made  next  week's  special  timely  : 
S12— Golden  Oak  Sideboard; 
Chippendale  effect.    Was  SiS. 

No  time  to  lose  in  getting  your 
Draperies  and  Curtains.  The 
sooner  you  buy  the  better  the  as- 
sortment. Our  recent  sales  have 
so  cleared  our  stock  that  you 
will  have  the  unusual  opportu- 
nity to  see  an  almost  fresh  as- 
sortment.  We  are  admirably 
equipped  this  season  to  supply 
your  entire  wants.  From  our 
artist  employed  to  sketch  original 
Iiangings  to  suit  your  individual 
taste  to  the  mechanic  who  hangs 
your  old  draperies  the  talent  is 
the  best  procurable. 

Next  Week's  Special : 

$3 — 4  prs.  Green  and  Gold 
Portieres.     Were  $$. 

?7.— 4  prs.  Arabian  Laces. 
Were  $10.50. 

Next  Week's  Carpet  Special. 

97c.— 5-frame  Body  Brussels. 
WasSi.35. 

5i.22 — K  igel  ow  Axminster. 
Was  $1.85. 


Small  Photos 
Enlarged 

by  an  new  process  that  gives 
beautiful  results,  Filtns  devel- 
oped while  you  wait,  lic.  roll. 


Let  Us 
Store  Your  Furs 

You  are  through  with  them  for 
the  present  season,  and  delay  in 
gelling  them  into  storage  is  dan- 
g  rnus  now.  Our  wagons  will 
call  for  tliem  upon  either  mail  or 
telephone  request. 


For  Every 
Purpose 


Our  Coal  means  the  highest  qual- 
ity in  coal  of  every  kind,  hard 
and  soft.  Coal  for  the  furnace, 
coal  for  the  grate,  coal  for  the 
range,  coal  for  the  stove.  The 
best  furnace  coal,  the  best  graie 
coal,  the  best  range  coal,  the  best 
stove  coal.  Our  coal  is  the  epi- 
tome of  coal  goodness.  We  know 
coal  quality,  and  nothing  but  the 
best  is  good  enough  for  our  cus- 
tomers. It's  the  continuous  cus- 
tomer whose  trade  is  profitable. 
Tills  great  business  of  ours  is 
built  up  from  the  patronage  of 
C'lniinuous  customers.  We  want 
to  add  your  name  to  the  list. 
Telephone  617-2. 
We  deliver  promptly  to  all  parts 
of  the  city. 


No.  337 


'*  Nippy" 

Nights 

Are  warning  us  that  winter  is  ap- 
proaching. These  heavy  early 
rains,  if  we  can  believe  the  oldest 
inhabitant,  mean  a  dry,  cold  win- 
ter. Every  household  will  need 
a  good  hot  water  bag  to  ward  off 
the  ills  of  such  a  season.  Better 
begin  now  by  purchasing  a  new 
one.  To  start  the  season  off 
right  we  are  offering  a  3-days' 
special  on  hot  water  bags. 

"  W.  T.  &  Co.'s"  2-year  guar- 
anteed 2-qt.  red  bags,  Ji. 25.  (Sold 
everywhere  for  $1 .50.) 

S-qt.  (regular  Si  75),  Si. 50.  _ 
'  Goodyear's    Seamless   white, 
extra  heavy  bags,  warranted  ;  2-qt. 
(regular  Ji. 25*,$!. 

3-qt.  (regular  $1 .35I,  iSi. 10. 
Goodrich  "  white,  fully  guar- 
anteed, 2-qt.  (regularly  $1,001,  75c. 

3-qt.  iregularly  S1.2O,  85c. 

You  can't  afford  to  let  this  op- 
portunity pass. 


Be  Always  "Next" 

You  save  time,  anno>'ance  and 
nirtney  by  shaving  yourself. 

The  art  is  not  hard  10  acquire 
if  you  have  the  proper  equip- 
nu-nt.  Safety  razors  are  espe- 
cially desirable  for  those  who 
lack  the  knack  to  use  the  old 
style.  We  have  both.  Star 
safety  razors,  sold  regularly  lor 
fiAKt ;  our  price,  51.25. 

AUentown  razors  :  $1  kind  for 
qoc.  ^1.50  kind  for  $1.05.  $2 
kind   for  ^1.50.      ^^-so  kind  for 

Sliaving  soaps  :  Colgate's  Bar- 
bers' (roimd),  5c.  Yankee  iic. 
Cuticura,  15c.  Easy  Shave 
(cream).  15c.  Colgate's  Stick, 
15c.     Williams'  Stick.  20c. 

father  helps:  Bay  Rum,  half 
pint  bottle,  25c.  Witch  Hazel, 
pint  bottle,  25c.  Florida  Water, 
4uc,  Talcum  Powders,  from  loc 
to  25c.  Strops,  from  22c  10750. 
Lather  Brushes,  from  loc.  to  45c. 


CYCLOPEDIA    OF    RETAIL   AND    LOCAL   ADVERTISEMENTS.  IRO 


No.  339 


No.  344 


No.  349 


Nti,  354 


Pancakes  and 


A  pretty  good  breakfast  pro- 
vided you  hiwe  our  dainty  little 
"  Lenox  Farm"  Sausage  at  i  ^r 
per  lb.  Cost  a  little  more  than 
the  ordinary  kind,  but  worth 
double. 

New  Pack  Buckwheat  Flour  to 
go  with  the  little  Sausages,  only 
IOC   per  package. 

Mai)le  Syrup.  Large  bottles 
pure  ^Llple  Syrup  at  znc.  AKo 
the  p"pular  Karo  Syrup  at  icc- 
ptr  can.  Fresh  Killed  Puultiy 
Fine  fresh  killed  Cliicken ,  20c. 
Ih.  Fowl,  iSc,  all  sold  full 
dre'ised.  A  large  line  fresh  Veg- 
etables, prices  low. 


Photograph 
Frames 

Gold  Plated  Frames,  cabinet 
panel  and  carhoiiette  sizes;  oval 
and  square,  some  with  oval  and 
concave  glasses;  all  have  lacquer 
ed  metal  backs;  values  up  to  $i\ 
special  at  49c. 


No.  341 


Bath  Robes 

$8 
that  should  be 

$12 

Right  in  line  for  Holiday  giv- 
ing, we  have  a  good-sized  lot  of 
handsome  Bath  Robes  made  of 
fine  quality  imported  cheviots 
with  Terry"  lining.  They  are 
regular  $12  value— we  have  sold 
plenty  at  that  price  and  others  are 
still  asking  it. 

The  patterns  are  certainly  beau- 
tiful; etfective  designs  in  Scottish 
plaids.     All  men's  sizes.     $S. 

On  Friday  a  word  about  Special 
Cravats  at  half-a-dollar. 


No.  342 


Chicken  Salad 
$1.20  Per  Quart 

It's  the  finest  chicken  salad  sold 
in  Philadelphia.  We  make  it  our- 
selves— that's  why  the  price  is  so 
low.  Sold  in  our  Delicatessen 
Department,  where  you're  always 
sure  to  find  a  host  of  good  things. 

This  week  :  Green  Acre  Fresh 
Sausage,  17c.  lb.;  Cod  Fish 
Cakes,  30c.  doz.;  Ham  Balls, 
45c.  doz.;  Roast  Veal,  35c.  lb.; 
Pearl  Onions,  27c.  qt. 


No.  343 


Asparagus  Ferns 
10  Cents 

Asparagus  Pluniosits  Nanus. 
Their      extreme      gracefulnees 
makes    them    popular     as    table 
decorations.     Strong   and  thrifty 
as  well  as  beautiful. 

We  grow  them  ourselves— 
that's  why  we  can  sell  them  for 
inc.  You'll  pay  about  twice  that 
much  elsewhere. 

Palms,  rubber  plants,  Boston 
ferns  and  other  decorative  plants 
in  large  variety. 


Rush  Furniture 

One  of  the  prettiest  of  the  Sum- 
mer sorts,  made  from  rushesth.it 
grow  wild  in  Hungary,  \\t'Vtn  in- 
to braids  in  Germany  and  manu- 
factured into  furniture  in  America. 
Finished  m  a  palm  green  of 
artistic  effect  and  finish 

Chairs  at  57,  57  25.  $8.25,  Sg. 50, 

JlO.  ?I  I     5i2    ?I4- 

Rockers  al  #9,  $950,  $10.50, 
$12  50  and  $\A- 

Settees  at  J13  50  and  J 17. 50. 


No.    345 


These 
Morris   Chairs 

Will  Make 
Excellent  Gifts 

There  is  no  gift  more  appropri- 
ate and  none  thai  will  be  appre- 
ciated more  by  many  than  a  Mor- 
ris Chair.  We  have  an  interesting 
display  of  Morris  Chairs  on  Sale 
at  $7  75- 

The  showing  is  eminently  a 
holiday  presentation,  and  as  such 
is  an  attraction  that  will  appeal  to 
all.  We  advise  an  early  selec- 
tion, with  delivery  postponed,  if 
you  like. 

The  illustration  depicts  the  gen- 
eral beauty  of  these  Chairs  They 
are  made  of  quarter  oak,  or  imita- 
tion mahogany,  and  the  wood 
work  is  highly  polished.  Cush- 
ions are  made  in  the  Seigel-Coop- 
er  factory,  and.  accordingly,  the 
sanitary  construction  is  above  re- 
proach. Tliey  have  velour  cov- 
erings in  an  assortment  of  colors 
The  seats  are  full  springs  and 
noted  for  durability, 

A  Magnificent  Display  to  Sat- 
isfy Christmas  Wants. 


Jewelry 

Special 

prices  on  little  things 

in    jewelry    oinaments 

that    are 

practical 

and  new.    A 

vast   as- 

sortment 

of    pretty      gold    filled    | 

in    Netherso 

e,   chain,    1 

signet  and  other  fancy  shades.          | 

Special 

price  for  our 

Opening 

sale,  45c- 

Optometry 


O  PTO— Eye.  METRY— to 
measure. 

My  system  of  examining  the 
EYES  represents  the  most  ad- 
vanced and  most  practical  dis- 
coveries now  in  use  in  the  practice 
of  OPTOMETRY,  and  Glasses 
fitted  under  this  system  are  in- 
variably found  satisfactory  and 
helpful  in  relieving  "  Eve  Strain." 

Examinations  by  appointment 
are  preferred,  so  that  there  need 
be  no  hurry. 

Glasses  made  and  delivered 
without  delay. 

Telephone  533-12. 


California    Maras- 
chino Cherries 

New  shipment,  just  received. 
Order  your  Christmas  supply 
now.  75c.  quart,  40c.  pint,  25c. 
lialf  pint. 


A    Great  Day  for 
Children 

In  the  Toy  Store. 

Yesterday  was  ;  to-day  will  be. 

A  steady  patter  of  little  feet  all 
day  long  yesterday.  It  looked 
like  the  week  of  Christmas  in  the 
Toy  Store. 

Isn't  it  nice,  mothers,  to  bring 
your  children  in  now  wlien  every- 
body is  fresh  and  the  toys  are 
bright  and  new  and  let  them  tell 
you  what  they  want ! 

See  Aladdin's  Cave  and  the 
Magician,  the  hill-clinibing  auto, 
the  mechanical  trains,  the  electric 
cars  and  the  hundred  and  one 
things  that  go. 

If  you  bring  your  mothers  or 
fathers,  or  grown-up  sisters  and 
brothers  with  you,  children,  you 
can  try  yourself  how  many  things 
work  a  special  privilege  that  we 
know  will  not  be  abused. 


We  Can  Make 
Your  Furnaces 
Heat 

If  there's  any  heat  to  be  gotten 
out  of  them.  Our  stove  repair 
Work  is  thorough  and  honest. 


ReHable  Family 
Recipes 

Valued  recipes  are  depended  on 
in  many  homes  for  the  cure  of 
minor  ailments.  We  make  a 
specialty  of  everything  in  the  line 
of  recipe  and  prescription  work, 
and  know  that  when  these  are 
carefully  prepared  from  our  high 
grade  drugs  you  can  depend  on 
tliem  for  results. 

Family  remedies,  coloring  rec- 
ipes, condition  powders  and  stock 
medicines  are  compounded  here 
just  as  carefully  as  the  most  deli- 
cate prescription. 


Our  Annual   Hint 

If  you  will  need  a  new  set  of 
books  January  ist— If  you  want  a 
new  filing  cabinet,  if  you  are  go- 
ing to  start  any  new  systems  the 
first  of  the  year  let  us  talk  with 
you  about  it.  We  may  be  able  to 
offer  a  suggestion  that  will  help 
you.     That's  our  business. 


Fire  Sets 

If  you  haven't  happened  to  in- 
herit an  old,  old  fire  set  with 
which  to  decorate  and  care  for 
your  fire-place,  don't  be  dis- 
turbed. Here  are  some  hand- 
some sets— shovel,  poker,  tongs 
and  standard— that,  judged  by 
their  designs,  you  might  suppose 
were  generations  old.  Dead- 
black,  rustless  finish,  quaint  de- 
signs, $5  00  and  $5.50. 

And  Andirons  ;  andirons  that 
somebody's  great,  great  grand- 
mother might  have  handed  down, 
only  a  bit  too  new-looking  for 
that,  at  fz.qo,  $2  75,  ?^.oo  and 
?4  jO-  Dull  black  finish  that 
will  not  rust  and  cannot  tarnish. 

All  in  our  window. 

A  Christmas  hint  for  somebody. 


Thanksgiving 
Good  Cheer 

You'll  find  it  here. 

Let  us  furnish  the  good  things 
to  drink  for  the  festive  day. 

You  know  our  reputation,  "If 
it's  from  Lathrop's  it's  pure;" 
and  you  know  our  prices  are  the 
fairest  in  the  city. 

Just  a  few  suggestions. 


Those     Finest    of 

All — French 

Handkerchiefs 

If  you  can  imagine  the  finest 
embroidery  possible,  following 
tiny  and  delicate  designs  of 
flowers  ;  or  a  shield  with  a  plain 
capital  letter  mounted  on  the 
drawn-work  center;  or  the  small- 
est and  finest  of  scrolls  with 
drawn-work  center-  all  done  on 
hnen  so  fine  and  sheer  that  you 
could  easily  match  colors  through 
it-you'U  h.ive  a  good  idea  of  the 
exquisite  handkerchiefs  France 
has  sent  us  for  the  holidays,  50c., 
y5C   up  to  $10  each. 

But  those  whose  beauty  is  in 
the  weave,  and  fineness  of  the 
heavy  linen— barred  and  figured- 
are  as  fine  in  their  way  at  8sc. 

To-morrow  would  be  a  good 
time  to  look  through  them,  for  as 
(.:hristmas  approaches,  the  variety 
may  not  be  so  good. 


The  Picture  Place 

Not  a  hit  too  early  to  pick  out 
some  beautiful  pictures  and  have 
them  artistically  framed  for  Xmas 
gifts. 

A  big  line  of  Pictures  at  mod- 
erate prices.  Reasonable  charges 
for  framing. 


Photos 

For  Christmas 

It  is  high  time  that  those  who 
contemplate  having  photographs 
taken  for  the  holiday  season,  ar- 
range for  sittings  and  thus  avoid 
the  rush  that  always  prevails  at 
tliis  well-known  studio  for  several 
weeks  previous  to  Christmas 

J.  R.  Hallam  has  just  returned 
from  St.  Louis,  where  he  attended 
the  National  Convention  of  Pho- 
tographers at  which  he  was  one  of 
the  exhibitors.  During  the  con- 
vention he  came  in  touch  with 
many  new  ideas  in  photography 
which  he  will  incorporate  in  his 
work  during  the  coming  season. 


No.  358 


Look  Ahead 

To-day  is  your  opportunity. 
While  in  health  prepare  for  the 
to-morrow  of  sickness,  adversity, 
old  age  and  the  many  other  ills 
that  human  life  is  heir  to  An  ac- 
count opened  with  this  bank  and 
consistently  followed  up  will 
bridge  a  great  many  of  the 
troubles  and  make  old  age  a  de- 
light. 

We  pay  4  per  cent,  compound 
interest  on  any  amount. 


190 


POWELL'S    PRACTICAL   ADVERTISER. 


No.  359 


No.  3G8 


No.  373 


That   Cold   Room 

— the  one  without  register  or  ra- 
didtor,  and  the  room  that  yni 
Ciin't  get  above  6o  deg.  when  llie 
wind's  in  the  north,  can  be  made 
cnmforiable  by  using  a  Miller 
Sni()keless  Oil  Heater. 

Oil  is  cheaper  than  coal,  you 
know. 

This  heater  is  a  radical  im- 
provement over  the  old  style. 
J)ocsn't  smoke  nor  smell,  nor  will 
the  liame  climb  after  once  fixed. 

The  very  thing  for  the  sick 
room.  Useful  in  heating  water. 
Can  he  carried  anywhere  with  per- 
fect safety  and  heats  a  room  in  a 
few  minutes. 

Easy  to  clean  and  (ill  and  neat 
enough  to  stand  in  the  best  room 
in  the  house. 

The  Blount  Door  Check  closes 
the  door  automatically  and  noise- 
lessly. May  we  put  one  up  for 
you  .•• 


A  Little  Fire  on 
the  Hearthstone 

looks  warm  and  cheery  when  the 
nights  are  cold — and  the  time  for 
cool  nights  is  approaching. 
Speaking  of  hearthstones,  have 
you  all  you  need  in  the  way  of 
Andirons,  Fire  Sets  and  Spark 
Guards.''  We've  been  getting 
these  things  together  the  last  few 
days  and  can  show  you  something 
that  will  please  you. 

The  black  iron  Andirons  have 
the  call  at  present,  for  the  reason 
that  they  always  look  well  and  re- 
quire no  care.  We  have  attrac- 
tive ones  from  $2  a  pair  upwards. 


No.  361 


A  Suit  or  Overcoat 

FOR  THE  SON 

The  bc)y  would  appreciate  a 
nice  Suit  or  Overcoat  as  a  Christ- 
mas gift  ancl  it  would  not  lie  a 
useless  waste  of  money  as  many 
presents  are. 

You  know  what  our  clothing  is 
—good  material,  skillful  cutting, 
exiellent  tailoring  and  stylisli  in 
every  respect. 

At  present  our  stock  is  a  grand 
showing  of  up-to-date  clothing 
and  being  manufacturers  the  mid- 
dleman's profit  is  not  added  to 
our  prices. 

If  you  haven't  the  cash  you 
have  the  credit. 


No.  363 


Why  Not  a 
Tuxedo  Coat? 

We're  selling  a  beautiful  one 
jusi  now  for  fig;  together  with 
one  of  our  nierct-rized  white  wai>t- 
co\tsat;f4,  you're  ready  for  the 
season's  swellest  dinr.cr  at  the 
Bellevuc-Siratford.  A  whole  Tux- 
edo Suit  costs  the  same  as  a  drtss 
suit -525.  A  Tuxedo  Coat  and 
Vest  for  ;f  18  ;  Dress  Trousers  $6  ; 
White  Vests  at  #3  up.  All  of  our 
full  dress  clotliing  will  fit  you  per- 
fectly—and the  black  will  slay 
Iilack  as  long  as  the  suit  lasts. 
The  half  century  reputation  of  tin: 
Allison  store  is  positive  assurance 
of  that. 

H  >ou  don't  want  to  muss  your 
dress  suit  one  of  our  big  roomy 
Raincoats  will  prove  the  thing — 
$15  up.    Varsity  suits— J12  up. 


The  Juvenile 
Shop 

Two  points  of  view  : 

For  you — not  to  know  the  char- 
acter of  "The  Shop's'' garments 
is  to  fail  to  realize  your  best  ad- 
vantage in  fitting  out  the  children. 

For  us  not  to  quote  our  mod- 
erate prices  is  to  forego  our  chief 
claim  to  your  consideration. 

Overcoats,  S5. 50;  2^  to  7  years. 

Tourist  Coats,  $10.00  ;  10  to  16 
years. 

School  Suits,  $5.00. 


No.  364 


Cookinor  Moulds 

o 

Nothing  adds  quite  so  much  to 
the  serving  of  one's  dinner  as  to 
have  the  entrees  and  desserts 
daintily  served  in  fancy  forms. 
For  this  purpose  we  have  a  col- 
lection of  tin  and  china  moidds 
that  is  larger  than  can  be  found 
elsewhere  in  New  England.  We 
have  recently  added  largely  to 
this  line  and  invite  your  inspec- 
tion. 

Jelly  moulds,  pudding  moulds, 
rice  moulds,  de  riisse  moulds, 
melon  moulds,  border  moukU, 
Tnnbale  moulds,  croquette 
moulds,  ice  cream  moulds,  cutlet 
moulds,  ring  moulds,  fish  moulds. 


Leather  Gifts    for 
Ladies 

Don't  wait  for  the  Christmas 
crowds  — much  nicer  to  pick  out 
the  leather  gifts  now — you  have 
better  choice  and  more  leisure. 

Ladies'  Pocket  Books,  25c.  to 
$10.  Ladies'  Card  Cases,  25c.  to 
$$.  Ladies'  Purses,  25c.  to  52, 
Ladies'  Jewel  Hoxes,  $1  to  55. 
Ladies'  Music  Rolls,  $2  to  ;f3o. 
Ladies'  Writing  Tablets,  75c.  to 
?8. 

And  hundreds  of  other  equally 
desirable  and  inexpensive  gifts 
for  ladies. 


We  Want  Your 
Account 

We  handle  a  great  many  ac- 
counts, large  and  small,  and  we 
value  each  one  no  matter  what  its 
size. 

We  want  yours. 

It's  so  handy  for  us  both. 

No  trouble  with  bills.  A  sys- 
tematic service  covers  that. 

Vou  merely  drop  in  at  our  store 
and  leave  yourorder  — any  time  or 
any  working  day.  We  will  take 
care  of  it. 

Or  call  us  on  the  'phone.  Bell 
2257,  Walnut  or  Keystone  1453 
K.ice;  will  send  tlie  delivery  man 
out  your  way  in  short  order. 

Promptness  and  convenience 
;ire  recommendations,  surely. 
Write,  'phone  or  call. 


Dollar  Carvers 

For  your  Christmas  turkey.  The 
best  yet.  Genuine  stag  handles, 
with    ferrule— guaranteed    blades 


Largest  "  Grocery"  in  the  Ward. 

Genuine  Norway 
Mackerel 

Just  in— a  fine  display  of  the 
best  Imported  Norway  Mackerel. 
Large,  fat,  tender  and  full  of 
white  meat.  Very  delicious  in 
flavor  and  not  loo  briny.  An  ex- 
cellent, healthful  breakfast  food 
for  these  cool,  frosty  mornings. 


No.  369 


The  Railroad 
Man 

Wants  Overalls  and  Gloves  that 
will  give  long,  hard  wear. 

"  Brotherhood  "  Overalls  are 
made  by  a  man  who  was  a  rail- 
road man.  He  found  by  experi- 
ence where  other  overalls  were 
lacking,  and  then  made  an  im- 
proved overall  that  does  away 
with  the  deficiencies  of  others. 
Jackets,  ooc. ;  Overalls,  85c. 
Hansen  Gloves  are  a  mate  for 
"Brotherhood"  Overalls  in 
strength  and  wear. 


New  Life 
For  Old  Carpets 

We're  good  friends  to  old  car- 
pets— clean  them  with  considera- 
tion and  briTig  them  out  bright 
and  smiling  for  another  buff  with 
the  world. 

We  re-lay  them  to  advantage, 
change  the  breadths  and  liide  the 
worn  spots.  Follow  your  ideas 
or  ours— we're  not  above  learn- 
ing in  our  own  business. 


100  to  I 

An  agent  has  a  hundred  chances 
to  rent  property  to  an  owner's 
one. 

An  agent  of  experience,  who  is 
well  known,  receives  applications 
from  prospective  tenants  which 
others  would  never  hear  of  other- 
wise. 

An  agent  is  looked  upon  to 
supply  them  with  what  they  want, 
and  is  considered  to  be  the  best 
[lerson  to  know  where  such  houses 
as  applicants  desire  are  likely  to 
be  had. 

Our  system  of  advertising,  free 
to  patrons,  is  the  best  method  of 
giving  applicants  information  with 
the  greatest  satisfaction  to  them- 
selves.    Get  the  best  here. 


The  Toys  Are 
Ready 

For  you  now,  down  in  our  big 
basement  toy  department.  They  re 
not  all  in  yet,  to  be  sure,  but 
tlierc  are  more  here  now,  than 
you'll  find  in  any  two  other  toy 
stores  in  town. 

It's  a  good  idea  to  do  your  toy 
buying  as  early  as  you  can,  for 
while  we'll  be  getting  more  toys 
every  few  days,  right  up  to  Christ- 
mas, there  are  s<ime  splendid  toys 
here  that  we'll  probably  not 
duplicate  this  .season. 

Cr)me  in  and  look  around,  any- 
how— see  what  a  lot  of  good  toys 
we've  gathered  for  you,  and  how 
reasonably  they're  priced. 


Dressing"    Sacques 
and  Negligees 

From  France.  All  showing  the 
delicate  taste  of  the  exquisite 
Parisienne. 

We  have  never  seen  these  beau- 
ty-and-comfort  garments  so  pic- 
turesque and  lovely. 

Dresshig  Sact^nes.  Of  Dotted 
Swiss  Muslin,  and  French  lawn 
in  styles  never  seen  before. 
Quaint  and  dainty.  Simple  or 
Huffily  trimmed.  S4.50,  ^5,  $6, 
f  b  5(>  each. 

Nc-^/igees.  Of  fine  White  Dim- 
ity and  French  lawn.  Richly 
trimmed  ;  some  hand-stiched.  In- 
tricate, odd  and  beautiful  lace 
applications.    $S,  $10,  giS.50  and 

?20. 


If  You  Can  Dress 
a  Doll  Best 

—there's  a  $49.50  present  for  you 
in  the  doll  store.  There  are  24 
other  presents  for  *' next  bests." 

The  contest  is  just  an  incen- 
tive to  get  the  work  of  dressing 
dolls  out  of  the  way  before  the 
great  Holiday  Rush, 

SEE  THE  GRAND  COL- 
LECTION OF  PRESENTS 
TO  BE  GIVEN. 

4th  floor,  where  in  the  opening 
sale  of  undressed  dolls  we  can 
save  you  one-quarter  or  more. 
Do  it  to-morrow. 


Liorht-weieht 
Bed  Coverings 

Spring  is  here  by  the  calendar, 
and  it  is  already  quite  warm 
enough  to  make  the  winter  bed- 
coverings  feel  uncomfortable. 
Here  are  suggestir>ns  of  pleasant 
sorts  to  take  their  place,  all  quite 
reasonably  priced. 

COMFORTABLES 

At  $1  2";  each— .Silkoline  Com- 
fortables;  fipured  on  both  sides; 
filling  of  good,  clean  cotton. 
BLANKETS 

At  fi  a  pair — White  wool-filled 
B'ankets;  cotton  warp;  medium 
weight ;  70x80  in.,  5  lbs. 


No.  376 


We    Solicit    Your 
Jewelry  Account 

The  unique  feature  of  this  busi- 
ness is  that  you  can  buy  the  fin- 
est Diamonds  and  other  gems, 
w.itches  and  jewelry  at  prices  at 
lejst  25  percent  under  the  pre- 
vailing prices  for  like  qualities, 
and  you  pay  the  bill  m  small 
sums  weekly. 

The  sti.ck  at  present  is  full  up 
to  tlie  very  limit  f<ir  the  Christ- 
mas trade.  It  is  well  to  select 
gonds  early.  We're  glad  to  lay 
n>^ide  any  purcha-^e  for  future  de- 


No.  377 


Acme    Roof  Paint 

Famous  Roof  Tonic.  Consult 
us  alKuil  Tinning,  Guttering, 
Spouting,  Roof  Painting  and  Re- 
pairing.   Work  guaranteed. 


CYCLOPEDIA  OF  LOCAL  AND  RETAIL  ADVERTISEMENTS 


191 


No.  387 


Looking 
Forward 


We  know  that  certain  events 
will  i>ccurand  that  nveds  will  be 
presented  that  must  be  met  eitlier 
by  ourselves  or  our  families.  The 
I)riident  ones  make  early  pro- 
visions for  this  contingency.  Still 
there  are  many  who,  _  while 
prompt  enough  in  preparing  for 
other  foreseen  needs,  neglect  and 
put  off  making  provision  for  the 
one  important  need  which  must 
come  sooner  or  later  to  all.  Tliis 
provision  is  of  such  importance 
that  it  should  be  made  while  per- 
sonal inspection  is  possible,  when 
careful  investigation  and  selection 
are  not  interfered  with  by  the 
presence  of  grief. 

The  acquisition  of  a  final  rest- 
ing place  is  a  duty  which  every 
one  owes  to  himself  and  family. 
By  looking  forward  to  this  time 
and  giving  the  matter  prompt 
attention  we  may  rob  the  inevi- 
ahle  hour  of  distress  of  part  of  its 
bitterness  and  sorrow. 

The  ownership  of  Mt.  Hope 
Cemetery  is  vested  in  the  city  of 
Riicliester;  is  free  from  debt,  is 
self-sustaining,  and  the  entire  in- 
come is  applied  to  its  care.  Its 
management  is  careful,  conserva- 
tive and  it  is  to  be  permanently 
controlled  by  a  Board  of  Com- 
missioner s  appointed  by  tlie 
Mayor  of  Rochester.  Lot  owner- 
ship means  the  most  perfect 
security  in  title  and  most  ap- 
proved system  of  management. 

Finely  located  lots  may  be 
selected  and  title  secured  on 
partial  payments. 

.Street  car  line  reaches  both 
entrances. 

Information  may  be  had  at  office 
at  cemetery. 


No.  379 


A  Free  Turkey 

With  a  Glenwood  Range  from 
now  until  Tlianksgiving  day. 

Each  purchaser  of  a  Glenwood 
Range  will  receive  a  fine  turkey 
free  of  charge.  This  offer  is  made 
to  prove  the  baking  and  coal- 
saving  qualities  of  these  famous 
ranges. 

Glenwood  Ranges  will  make 
your  cooking  easy,  your  meat 
juicy,  your  pie  crust  flaky,  your 
cookies  crisp  and  yuur  bread 
light. 


Bank  by  Mail 

We  have  a  patented  system  of 
conducting  the  business  of  bank- 
ing by  mail,  applicable  to  both 
savings  and  checking  accounts. 
It  is  easier  and  simpler  to  bank 
with  us  by  mail  than  to  go  to  a 
bank  in  person.  By  our  system 
your  account  is  automatically 
cliecked  and  you  have  a  complete 
statement  each  time  you  deposit 
or  draw  money.  Your  account  in 
our  bank  is  not  subject  to  the 
examination  of  your  tax  assessor. 

4  per  cent,  on  saving  deposits. 
aj^  on  checking  accounts. 


Toilet  Sets 

i)f  three  pieces,  mirror,  brush 
and  comb,  sterling  silver,  silver- 
plated  or  china-backed,  make 
most  acceptable  Christmas  gifts — 
useful,  ornamental  and  pleasing. 
The  season's  newest  designs, 
$4  to  $i6.    , 


Silk  Waists  and 

Graceful 

Wrappers 

Reduced  in  price.  But  that  is 
the  wrong  emphasis. 

We  should  say, — Handsome, 
stylish  afitl  reduced  in  price. 
Read  : 

SILK  WAISTS 

At  $3.50,  worth  $4.50  to  «6— Of 
taffeta  silk  in  light  colors  or 
black  ;  tailor-made. 

WRAPPERS 

At  ?3.5o,  worth  ?5  to  ?6.5o— Of 
cashmere  oralbalross,  white,  pink 
or  red ;  with  ribbon  or  fancy 
braid. 


No.  383 


Tell  Your  Stove 
Troubles  to  Hutch- 
inson &  McCarthy 

Glad  to  give  yon  the  benefit  nf 
our  long  experience  in  repairing 
furnaces,  latrobes  and  ranges  at 
any  time.    Drop  postal  or  'phone. 


No.  384 


There's  a  time  for  every  thing- 
even  Christmas  shopping. 

Now  you've  time  to  choose, 
time  to  be  waited  on,  time  to 
change  your  mind. 

The  big  and  little  things  for 
sock  or  stocking  gifts. 

House  coats,  smoking  jackets, 
bath  robes,  sweaters,  mackin- 
toshes, gloves,  rugs,  pajamas, 
neckwear,  handkerchiefs,  umbrel- 
las, jewelry,  canes,  suspenders. 


No.  385 


Where   One    Man 
Gets  Rich 

through  hazardous  speculation  a 
hundred  get  poor. 

Where  one  man  stays  poor 
through  the  slow  methods  of  sav- 
ing, a  hundred  get  rich. 

The  wise  man  chooses  the  bet- 
ter part,  and  places  his  money  in 
the  Savings  Bank. 

Ask  For  One  of  Our  Home 
Savings  Banks. 

Interest  paid  on  all  deposits. 


The  Fancy 
in  Linens 

Artistic  pieces  of  pure  linen 
that  delight  the  vision;  and  ren- 
der wortliy  service  besides. 

Bureau  or  Dresser  Scarfs,  Tray 
Cloths,  Hand-drawn  Table 
Squares  and  Table  Scarfs,  at  very 
moderate  cost. 

This  is  the  story : 

Bleached  Linen  Bureau  o  r 
Dresser  Scarfs,  scalloped  edge, 
with  one  row  of  openwork  just 
above  hem,  all  round;  at  85c 
each,  formerly  $1. 

Damask  Tray  Cloths,  snow- 
white  ;  very  handsome,  neat  flor.il 
designs;  18x27  i"->  ^^  ^5^  each, 
formerly  35c. 

Fine  Lmen  Table  Squares  hem- 
stitched and  hand-drawn,  30x30 
in.,  at  65c  each,  worth  Ssc. 


Thanksgiving  Day 

Of  course  you  want  a  brand 
new  Overcoat  for  Thanksgiving 
day,  and  of  course  we  are  the 
people  to  supply  it. 

We  will  sell  you  an  Overcoat 
on  credit  at  cash  prices. 

It  will  be  a  coat  that  ariy  one 
might  be  proud  to  own  ;  it  will 
he  stylish  and  well  made.  It 
will  be  made  of  good  material 
and  handsomely  lined. 

The  coat  will  suit,  the  terms 
will  suit  and  above  all  the  prii_i: 
will  suit. 


Forestall  Roof 
Trouble  ! 

In  winter  your  roofs  are  almost 
continuously  exposed  to  the  on- 
slaughts of  either  rains  or  snows. 
Wili  they  stand  the  strain  I  Bet- 
ter let  us  go  over  them  now  and 
stop  the  leaks.  Prevention  is 
better  than  cure. 


Those   Little 
Maryland   Hams 

Baked  and  served  with  browned 
Sweet  Potatoes,  Vienna  Roll  and 
butter,  for  25c.,  to-morrow,  at 
404  Library  street.  Worth  com- 
ing for  a  block  or  two  out  of 
your  way. 


A  Savings  Account 

in  the 

Detroit  United  Bank, 

Limited, 

Draws  Four  Per  Cent. 

from  the 

Day  of  Deposit 

to  the  day  of  withdrawal.  This 
bank  is  strictly  a  savings  bank 
ai\d  carries  no  commercial  ac- 
counts, nor  does  it  do  any  com- 
mercial business  whatever. 

The  reason  four  per  cent,  is 
paid  upon  deposits  is,  of  course, 
that  it  can  afford  to  do  so.  This 
bank  not  being  subject  to  losses 
incidental  to  commercial  business, 
all  its  deposits  being  savings  de- 

fiosits  and  therefore  in  the  main 
ong  time  accounts,  and  its  loans 
being  confined  strictly  to  re.il 
estate  mortgages  on  centrally 
located  improved  real  estate 
wfsrth  at  least  double  the  amount 
of  the  mortgage  in  every  case,  it 
is  in  a  position  to  pay  depositors 
all  that  safely  can  be  paid  them 
by  any  conservatively  managed 
bank.  Watch  change  in  adver- 
tisement from  time  to  time  for 
additional  reasons  for  the  pay- 
ment of  four  per  cent,  interest  on 
deposits  by  a  bank  conducting 
strictly  the  business  of  a  savings 
bank. 

Capital  Stock  paid  in,  y  100,000; 
Additional  Individual  Liability, 
Sioo,ooo;  Surplus  and  Undivided 
Profits,  510,000. 

Send  for  booklet  "  Banking  by 
Mail,"  fully  illustrating  the  sys- 
tem introduced  by  tliis  bank, 
imder  which  it  is  as  easy  for 
persons  residing  at  a  distance  to 
carry  their  savings  accounts  with 
a  strong  metropolitan  bank  as  for 
those  residing  in  Detroit. 

Address  all  correspondence  to 
the 


Framed  Pictures 

In  the  Art  Galleries,  we  offer  a 
collection  of  about  two  hundred 
Framed  Pictures  at  prices  repre- 
SLiiting  about  half  the  value  of 
the  frames  alone.  This  warrants 
the  belief  that  ten  times  200  would 
Iiardly  last  the  day  out— so  be 
prompt. 

At  J  I,  iQ— Brown  Toned  Car- 
bons ,  Photographs  and  H  and- 
colored  Photographs,  a  variety  of 
subjects  some  in  Flemish  oak 
frames,  others  in  green  frames 
with  mats  ;  outside  measurement 
2b  X  30  inches. 

AtqSc— Hand-colored  Artotype 
Engravings  —  popular  subjects 
-  in  handsome  gilt  frames  with 
mats  ;  outside  measurement  about 
25  X  29  inches. 


Good  Carving 
Sets 

Don't  have  your  guests  think 
the  turkey's  tough  )ust  because 
you  haven't  a  good  carving  knife. 

The  extra  labor  may  stimulate 
your  appetite,  but  it  might  de- 
stroy that  of  your  guests. 

Get  a  set  of  the  Meriden  Cut- 
lery Company's  Carvers — there 
may  be  others  as  good  but  there 
are  none  better,  soc  to  gio.ooa 
set. 


Headquarters  for 
School  Supplies 

It  is  easier  for  you  to  get  just 
what  you  want  here,  because  no 
other  stock  of  the  needfuls  of 
student  life  is  so  complete  in  each 
of  its  divisions,  and  so  compre- 
hensive as  a  whole, as  ours.  Not 
a  ten  days'  flurry,  with  an  illy-as- 
sorted stock,— ours  is  the  year 
'round  headquarters  for  all  school 
supplies.  And  every  detail  of 
this  branch  of  our  business  is 
studied  as  carefully  as  the  student 
studies  his  most  favored  branch. 
Here  are  just  a  few  of  the  items 
of  interest : 

(A  long  list  of  items  followed, 
with  prices.) 


No.  .394 


The  Conservative 
Path 

Many  years  of  experience  con- 
vince us  that  conservative  meth- 
ods are  best— best  for  us  and  best 
for  customers.  Our  policy  is  to 
conduct  the  business  of  the  Cor- 
poration along  the  most  conserva- 
tive lines.  In  every  transaction 
safety  has  been  placed  above 
every  other  consideration.  This 
is  purely  an  Investment  Company, 
not  a  speculative  institution. 

Interest  is  allowed  on  deposits 
at  tliree  and  one-half  per  cent,  per 
annum  compounded  half  yearly. 


No.    395 


Your  Earnincrs 

get  into  the  bank  whether  You 
put  them  there  or  not.  If  you 
spend  all.  Somebody  Else  deposits 
your  money. 

It's  better  to  do  your  own 
banking. 

4  per  cent,  on  saving  accounts. 


192 


POWELL'S  PRACTICAL  ADVERTISER. 


No.  400 


No.  405 


No.  409 


Buy  Her  a 
Healthy  Home. 

Your  bride  to  be.  your  bride 
that  is,  or  your  bride  that  was, 
should  have  a  convenient  home  in 
healthful  surroundings.  You 
need  it  as  much  as  she,  and  if 
little  one?  come  they  will  need  it 
more  than  you.  Get  away  from 
the  noisy,  crowded  city  with  its 
impure  water,  tainted  air,  shriek- 
ing whistles,  clanging  bells  and 
dirty  streets. 

At  Fairmount  Heights  you  can 
have  quiet  and  refreshing  rest  in 
pretty  surroundings  at  the  highest 
elevation  in  Philadelphia.  There 
are  green  lawns,  clean  streets, 
pure  air  free  from  malaria,  cool 
artesian  water,  perfect  sewerage, 
electric  light  or  gas,  two  churches, 
large  public  school,  public  library, 
shady  floral  park,  and  no  factories 
of  any  kind.  Twenty  minutes  by 
trolley  to  Philadelphia;  ten  min- 
utes by  the  Reading.  Forty  trains 
daily. 

On  our  monthly  payment  plan 
you  can  buy  a  cheerful  home  at 
just  a  little  bit  more  than  you 
would  pay  for  rent.  How  many 
years  Iiave  you  been  throwing 
your  money  away?  Stop  it  im- 
mediately and  buy  one  of  our 
Pompeiian  brick  houses.  They 
are  fitted  with  every  convenience — 
gas  or  coal  ranges,  steam  heat, 
concrete  cellar,  tiled  bathroom, 
stationary  washtubs,  electric  light 
or  gas,  china  closets,  large  closets 
in  each  bedroom, every  room  well 
lighted,  open  fire  place,  open 
plumbing,  large  airy  porches. 
Every  portion  of  our  houses  is 
built  to  make  housekeeping  easy. 
Prices  range  from$3,ooo  tof7,ooo. 
Our  blue  book  gives  fuller  de- 
scription, map, pictures, etc.  It's 
free.  Send  for  it  now.  Or,  bet- 
ter yet,  be  our  guest  at  Fairmount 
Heights  next  Saturday  afternoon. 
Sh.ill  we  send  you  a  free  ticket 
with  particulars?    Address 


No.  397 


We  Know  How 

To  Grind  and  Hone  Razors,  to 
sharpen  all  kinds  of  cutlery,  to 
re-steel  and  point  picks,  to  do 
brazing,  to  handle  brass  work,  to 
repair  lamps,  to  mend  umbrellas, 
to  make  worn  footwear  wliole. 

And  we  have  the  nesessary  skill, 
experience  and  equipment  to  do 
the  work  just  nght — in  quick 
time — at  a  fair  price.    Try  us. 


No.  398 


Weather  Strips 
Cent  a  Foot 

Get  your  weather  strips  up  now 
before  the  winds  commence  to 
blow.  We'll  supply  you  with 
Best  Felt  Strips  at  one  cent  a 
foot,  delivered  at  your  residence. 
Or  we'll  send  a  man  to  submit 
free  estimate  for  weather-strip- 
ping the  whole  house.  Drop 
postal ,  or  'phone  Main  626, 


No.  399 


He  Who  Earns 

a  small  salary  and  saves  part  of 
that  is  better  off  than  he  who 
earns  a  large  salary  and  spends  all 
of  it.  Take  out  a  deposit  book 
with  us.  You  will  like  it.  It's 
business.  We  pay  4  per  cent,  on 
savings  accounts.  Call  and  learn 
our  methods  of  lielping  you. 


Marketing  Be- 
comes A  Pleasure 

When  you  can  do  it  in  a  store 
where  cleanliness,  convenience 
and  comfort  are  distinct  features. 
You'll  find  these  things  are  em- 
braced fully  in  our  new  store. 
Added  to  this  the  superlati\'e 
quality  of  our  groceries  and  pm- 
visions,  our  generous  methods 
and  our  prompt  and  efficient  de- 
livery system — and  you  have  the 
chief  elements  of  our  trade-win- 
ning combination. 


Nt».  401 


Taffeta    Petticoats 

The  rustle  and  sheen  of  fine, 
true,  strong,  brilliant  taffeta  silk 
prove  the  quality  of  these  pelli- 
cuats. 

1 1  takes  only  one  delighted 
glance  for  any  woman  to  prove 
their  attractive  newness  of  style. 
All  the  best  colors — light,  deep, 
solid  or  changeable. 

IFI50  to  $30  each. 

Good  styles  at  $6,  $7.50,  $g  and 
$10. 


No,  403 


To  Sell  Your  Farm 
You  Need  the 
Services  of  a 
Specialist. 

Every  month  several  owners  of 
farms  find  purchasers  through  me. 
Finding  prospective  buyers  is  my 
business.  Perhaps  the  farm  you 
have  for  sale  would  be  just  what 
one  of  these  prospective  pur- 
chasers wants.  Hadn't  you  better 
see  ?  It  will  cost  nothing  to  call. 
I  have  buyers  waiting  for  farms 
close  to  the  city  of  Warren,  as 
well  as  for  those  farther  away. 
See  me  soon.  Better  to-day  than 
to-morrow. 


No.  403 


Woman's 
Advancement 

The  advancement  of  women  is 
nowhere  better  shown  than  on 
the   hooks  of  the  leading  banks. 

Women  place  their  money  in 
hank,  they  draw  checks  and 
handle  their  accounts  in  a  manner 
that  contradicts  the  idea  that  they 
have  no  heads  for  business. 

The  age,  the  stability  and  the 
rt.-cord  of  this  bank  make  it  a 
favorite  depository  for  women. 


Linen  Shirts 
$1.50  Each 

This  morning  for  particular 
men's  choosing,  we  have  ready  six 
hundred  Negligee  Shirts  of  pure 
linen  for  Spring  wear.  All  are 
finished — as  Wanauiakcr's  shirts 
are  finished  — the  best  known  way. 
Cut  over  the  best  fitting  model. 

Plaited  bosoms  and  plain 
bosoms — half  and  half.  Cuffs 
are  detachable.     Sizes  14  to  16. 

Shirts  of  exceeding  good  guality, 
and  rarely  to  be  found  priced  so 
temperately— #  1 .50  each. 


A  Paragraph  on 
Prices 

When  you  speak  of  low  prices 
some  people  get  enthusiastic  ; 
others  get  suspicious.  Some  be- 
lieve that  everything  is  clieap; 
others  that  nothing  can  be  sold 
below  price.  Both  are  half  right, 
both  are  equally  wrong.  To  be 
sure,  you  cannot  always  buy  first 
quality  under  price.  But  there 
are  circumstances  that  go  to  make 
such  a  situation  possible. 

Odd  pieces  and  samples — and 
samples  are  always  tlie  best  pro- 
ducts of  the  manufacturer — are  of 
very  little  use  to  the  factory.  And 
so  the  way  is  paved  for  shrewd 
purchasing  which  enablfs  a  mer- 
chant to  b()ih  buy  and  sell  cheap. 
And  as  an  ill  iistration  of  this  power 
we  need  only  mention  our  sales 
with  Furniture,  Carpets,  Rugs, 
Portieres,  Lace  Curtains,  Up- 
holsteries, reduced  from  H  to  J^. 


No.  406 


Girls'  Dresses  at 
$2 ;  worth 

$4  to  $7.50 

A  good  trade  reason — a  leading 
manufacturer's  sample  line. 

But  here's  the  vital  interest- 
spruce,  bright,  Summer-like, 
washable  dresses  of  beautiful  ma- 
terials— lawn,  pique,  gingliam, 
chambray  and  cheviot.  Effective 
in  style  and  trimming.  Ever  so 
many  styles.  In  some  cases,  the 
trimming  alone  is  worth  more 
than  the  present  price  of  the  dress. 

At  $2  each,  instead  of  ^4  to 
^7.50. 

Some  slightly  mussed  ;  all  wash- 
able. 


The  Doors  of 
Opportunity 

are  always  open  to  those  who  ob- 
serve, and  act  upon  what  obser- 
vation reveals 

Observation  of  West  Reading's 
situation  and  growth  will  reveal 
to  you  splendid  chances  of  profit 
in  Real  Estate,  there. 

The  West  Reading  lots  we  are 
selling  can  be  had  upon  such 
liberal  terms  that  no  one  need 
hesitate  to  invest. 

Ask  for  map  and  descriptive 
circular. 


Trouser  Time  is 
All  the  Time 

Men  of  good  judgment  appre- 
ciate having  a  pair  or  two  of  extra 
trousers. 

They  are  handy  to  have  around 
in  a  dozen  ways. 

Saves  the  wear  of  the  pair  that 
matches  the  suit  and  gives  a  spice 
and  variety  to  the  wearer's  ap- 
pearance. 

Not  necessary  to  pay  a  big 
price  to  some  tailor  for  them  We 
can  fit  you  just  as  perfectly  in 
every  way. 

Handsome  new  styles  for  fall 
and  winter  wear  in  the  newest 
Trouser  Woolens— cut  in  con- 
servative or  extreme  styles 
trimmed  in  the  best  manner  pussi- 
ble.  Perfect  fit  a  certainty.  ;fi.5o, 
$2,$z  50  or  way  up  to 56.50. 

We'll  Trouser  you  here  to  your 
entire  satisfaction. 


Penny-in-the-Slot 

Chocolate 

Machines 

This  has  been  one  of  the  most 
popular  novelties  we  ever  an- 
nounced and  we  have  been  anx- 
iously awaiting  new  supplies  from 
the  manufacturer.  This  is  tlie 
first  time  any  one  ever  heard  of 
eating  the  candy  and  keeping  the 
penny  too.  Any  boy  or  girl  will 
agree  that  this  is  the  best  savmgs 
bank  they  ever  heard  of. 

Chocolate  Machines  filled  with 
ten  penny  cakes,  complete  for  50C. 


Climbing  the  Bank 

Steps  Is 
Excellent  Exercise 

THRIFT  SERIES 
People  who  go  to  the  bank 
regularly  and  deposit  a  part  of 
their  earnings  get  something 
more  than  exercise — they  are  lay- 
ing the  foundation  upon  which 
fortunes  are  built. 

This   strong   bank   pays  4   per 
cent,  compound  interest. 


No.  411 


There's  a  Top 
Coat 

here  that  you  should  look  at^ 
and  try  on — before  you  make  up 
your  mind. 

It's  a  "Right  Length"  Coat  and 
comes  in  handsome  sliades  of 
brown,  neat  gray  mixtures — and 
black. 

It's  the  most  stylish  garment 
we  have  seen  in  many  a  day. 

If  you  would  wear  better  clothes 
than  yuu  did  last  fall  let  us  dress 
you — from  ankle  to  crown. 


A  Cheerful  Blaze. 

During  the  Fall  and  early  Win- 
ter, a  bright,  comftirtable  fire  in 
your  open  grate  or  fireplace  made 
of  Cannel  Coal  will  please  you. 
It  niigiit  almost  be  said  that  tliis 
Coal  was  made  especially  for  fire 
lieartlu.  No  dirt,  no  dust,  no 
trouble.  A  few  pieces  when  kin- 
dled produce  a  delightful  fire. 
You'll  like  to  sit  and  watcli  it. 

500  lbs.,  wliich  gives  you  a 
great  many  fires,  cash  price,  de- 
livered, 53.^2. 

'Phone  123-3.  If  ^"sy  Call 
350. 


No.  413 


Those  Evening 
Clothes 

Most  men  think  they  have  to 
get  their  full  dress  suits  "made  to 
order"  to  be  right. 

It's  a  mistake— a  sunerstition. 

We  can  fit  perfectly  seven- 
eighlhstof  the  men  with  our  dress 
s\iits  and  give  theui  better  taili>red 
girments  than  the  majority  of 
tailors  can  give.  Our  dress  suits 
will  retain  their  shape  and  new 
appear.mce  for  years.  Price, 
Jj^  00  for  complete  suit. 

'Puxedo  coats  $13.50. 


CYCLOPEDIA    OF    RETAIL   AND    LOCAL   ADVERTISEMENTS. 


193 


No.  414 


No.  418 


No.    433 


Nothin*  doin'  in 
the  Burglar 
Business 

if  your  doors  are  protected  with 
good  lotks.  We've  ihe  famous 
Yale  Rim  Nislu  Latch  tb.it 
laughs  at  skeleton  keys  and  "jiin- 
inies."  It  has  been  k  e  e  p  i  n  ,i; 
sneak  thieves  out  (^f  houses  since- 
'O7,  and  is  every wliere  accepted 
as  the  best  dour  protector  made. 
Price,  complete  with  paracentric 
keys  and  screws.  ?i.4S. 

We've  other  niuht  latches  sim- 
ilar to  the  Yale,  by  uther  makers, 
for  as  little  as  $1,  and  standard 
latches  that  we  can  also  recom- 
mend, for  60  cents. 

Brass  Chain  Bolts  hold  the  door 
securely  when  partially  ajar. 
Open  just  enough  to  talk  through. 
50c.  to  $1. 

Brass  Door  Knockers— again 
coming  in  style.  Old  colonial 
designs.    $t  50  up. 

Brass  or  Bronze  Bolts,  for  the 
bath  or  bedroom  doors.  25c.  to 
50c. 


French 

Silk-and-Wool 
Eoliennes,  |i  aYd. 

Silk-and-wool  fabrics,  particular- 
ly Eoliennes,  will  be  in  highest 
favor  tiiis  season  for  the  more  ele- 
gant gowns.  This  is  sufficient  to 
secure  the  popularity  of  these  ex- 
cellent labrics,to-day  offered  at  the 
popular  price  of  $1  a  yard. 

The  ground  is  all  silk-and-wool, 
woven  with  tiny  polka-dots  in  stU 
colors.  The  colorings  include 
light  gray,  Ian,  light  heliotrope, 
reseda,  cadet  blue,  brown,  cardi- 
nal and  dark  hcjiotrope. 

42  in.  wide,  at  $1  a  yard. 


No.  416 


Booth's  Real 
Home-Made 
Bread, 

There  is  no  better  bread  made 
than  the  large,  well-browned 
loaves  of  home-made  bread  we 
b.ike  and  sell  Hundreds  buy  it 
because  it  is  better  than  baker's 
bread.  You'll  like  it,  too— lor 
it's  wholesome  and  nutritious  and 
baked  "just  to  a  turn"  from  the 
purest  flour.  Would  you  'ike  us 
to  serve  you? 


No.   417 


The  New 
Walking  Skirts 

For  the  long  tramps  Spring 
tempts  you  to.  For  shopping 
tours  on  bright  or  wet  days. 

Skirts  with  swing  and  grace. 
Lii-ht,  comfortable  and  stylishly 
triinmed. 

This  showing  must  interest  par- 
ticular women. 

At  $4.50  -  of  Melton  and  home- 
spun mixtures. 

At  55.50— Of  cheviot  and  rain- 
proof mixtures. 

At  J7  50 — Of  herringbone  chev- 
iot and  broadcloth;  brown,  blue 
and  a  few  in  black. 

At  ?o— Of  broadcloth,  cheviot 
and  plaid  materials. 


McClure's 
Weekly  Specials 

Match  these  goods  on  Market 
Street  at  these   prices  if  you  can  : 

36-in.  Unbleached  Sheeting 
Muslin,  4'yC.;  60-in.  Bleached 
Table  Linen,  24c,;  Ladies'  25c. 
elordon  Dye  Hose,  21c.;  Clark's 
<).  N.  T.  Spool  Cotton,  50c,  doz  ; 
Children's  Muslin  Drawers,  2  to 
5  years,  gc.  pair;  Ladies'  25c. 
Crushed  Leather  Belt,  15c.;  Ji 
Black  Satine  Petticoats,  65c,;  50c. 
Batiste  Corsets,  iS  to  24  in.,  39c. 


Men's  and 
Women's 
Handkerchiefs 
8c  Each 

Values  121-20  to  25c. 

To  effect  a  clearance.  Some 
odd  lois.  Some  mussed  ;  also  a  few 
seconds. 

Men's  plain  hemstitched;  and 
women's  plain  hemstitched,  lace- 
trunmed  and  hemstitched  em- 
broidered. 

Not  very  many  of  them. 

The  values  are  i2/'2C,  15c,  20c, 
and  25c — to-day  at  8c  each. 


The  IOC  Dress 
Ginorhams  at  6c 
a  Yard 

The  best  proof  of  the  price-say- 
ings that  can  be  accomplished  in 
this  Sale  of  Dress  Ginghams  is 
afforded  by  the  fact  that  shrewd 
women  are  buying  largely.  And 
the  lot  is  selling  last. 

Finely  woven  and  sheer.  Some 
beautiful  effects  in  shepherd's 
ctiecks,  neat  and  fancy  stripes, 
plaids,  and  plain  colored  cham- 
bravs. 

At  6c  a  yard,  instead  of  loc. 


No.  4^1 


We  Were  Out  By 
Your  Place  the 
Other  Day 

and  it  strikes  us  that  we  saw  some 
wagons  and  a  ffw  idle  machitus 
standing  around  the  barn-yard. 
Of  course  you  know  they  are 
there,  and  you  know  that  the 
daniage  to  them  will  cost  more 
than  lumber  to  build  new  sheds 
would  cost.  Then  why  not  have 
the  sheds  ? 

We'll  sell  you  all  the  lumber 
you  want,  and  make  the  |h  ice 
way  down  to  [he  bottom,  too. 


No.  432 


Your  Lunch 
To-day 

Pork  spareribs  with  hot  slaw  is 
among  some  of  the  good  things 
on  our  merchants'  25c-  lunch  to- 
day. This  is  a  delicious  dish 
when  properly  prepared. 

Beer  or  wine  free  with  lunch. 


Ever  Stop  to 
Realize  That 
Those  Second 
Teeth 

that  have  just  grown  in  your 
daughter's  mouth,  want  looking 
after  by  your  dentist  at  Itast 
twice  a  year.'  As  the  girl  grows 
into  womanhood,  she  will  value 
her  teeth  more  and  more  ea<.h 
year.  You  are  responsible  now 
and  if  you  fail  she  will  never  for- 
give you  when  a  woman.  Beauty 
ovvesmuch  to  pretty,  white  teeth. 
Come  to  these  big,  busy  Denial 
Parlors,  where  consultation  and 
advice  is  given  free  lor  the  ask- 
ing. 

Open    evenings.     Maid  in    at- 
tendance. 


No.  434 


Men's  Derbies 
$i.75»  Worthy: 


■50 


We  weren't  a  bit  surprised  yes- 
terday that  these  Derbies  were 
sn.pped  up  so  quickly.  It  was 
just  in  the  nature  of  things. 

To-day  the  quantity  is,  of  course , 
depleted  ;  but  the  choosing  siiil 
remains  just  as  good. 

The  designs  are  all  new  this 
Spring— and  in  variations  to  suit 
any  man's  taste.     All  sizes. 

We  told  it  yesterday— why  these 
Derbies  are  $1.75  instead  of  ;?2  50. 
And  $2.50  is  conservative,  mind 
you. 

In  black  only. 


Japanese 
China  Wares 

at  a  saving. 

Unique,  useful  articles  that  are 
so  much  admired.  The  price-sav- 
ing is  appreciable. 

Some  of  the  good  things  : 

Blue  and  v/hite  Jugs,  at  15c, 
were  25c. 

Blue  and  white  Vegetable 
Dishes,  at  50c,  were  75c. 

Colored  Sugar  and  Cream  Sets, 
at  I  5c,  were  20c. 

Blue  and  white  Oatmeal  BowU, 
at  loc,  were  15c. 

With  many  other  odd  kinds 
marked  down  to  clean  up  slotk. 

Also  some  splendid  valu^  ^^  in 
Tea-pots,  which  are  specially 
priced  at  15c  and  25c.  Natural 
Ducks,  at  15c.  Tea  Sets  of  three 
three  pieces,  at  40L. 


No.  426 


An  Exhibition  of 
Original  Drawings 

—By  Howard  Chandler  Christy 

Cliristy  originals— In  colors  and 
black  ;ind-white.  Some  ilUistra- 
tii  ins  for  recent  publications  ;5ome 
ch>  racier  studies  of  actresses. 

The  clear  transparent  beauty  of 
the  pictures  will  surprit-e  .ind 
.harm  even  those  who  know  them 
in  reproduction. 

The  pictures  are  all  for  sale. 

Christy  Reproductions— Repro- 
ductions of  many  of  these  and  of 
other  works  by  the  same  artist, 
shown  nr-ar  enonsjh  to  the  ori;;i- 
nals  for  their  fidelity  to  he  proved. 
9ncunframed,;f  i.^sinneatframes. 


Miller  &  Puritan 
Oil  Heaters,  $3.50 

An  ounce  of  prevention  is 
wnrtli  a  ton  of  cure.  Cuard 
against  pneumonia,  coughs  and 
colds,  by  having  a  little  heat  in 
the  living  rooms  and  bed  rooms 
tliese  cool  mornings  and  evenings. 
For  the  most  economical  and  sat- 
isfactory heat,  choose  either  a 
Miller  or  Puritan  Oil  Heater— 
the  two  standard  oil  heaters  of  to- 
day.    Priced  as  low  as  1^3.50. 


Men's  White 
Shirts  %\, 
Worth  $1.50 

White  plaited  bosom  Shirts — 
six  hundred  of  them. 

Linen  bosoms-  Madras  or  mus- 
lin bodies.  Twenty  plaits  on 
each  side.     Pearl  buttons. 

Cool  and  handsome.  Sizes  14 
to  16!^. 

We  predict  there  won't  be  any 
left  by  the  late  afternoon.  It  will 
be  a  case  of  the  early  bird  — that's 
your  cue. 

^i  each,  worth  %i  50. 


No.  429 


Laid  Off 
Laid  Up 

Laid  Away 

Mr.  Wage  Earner  : 

Did  yon  ever  think  what  might 
happen  to  you  or  to  your  family  if 
any  of  above  should  find  you  with 
no  flour  in  the  bin,  and  no  money 
in  the  purse?  Wouldn't  it  be 
wise  for  you  to  provide  against 
that  day,  and  to  begin  Now? 

Our  savings  bank  accommo- 
dates all  who  wish  to  lay  aside 
small  sums.  Interest  paid  on  all 
deposits. 


Girls  and  the 
Spring 

Spring  and  Summer  bloom  in  the 
Girls'  Store. 

Pretty  Dresses,  of  washable 
mabrials,  in  all  the  graceful,  tool- 
looking  styles,  at  pi  to  $12. 

Coats  and  Reefers,  in  newest 
fasliinns,  at  $4  ;o  to  ?i2. 

Tailor-made  Suits,  at  $10  to 
$50. 

Smart  Woolcfi  Dresses,  $$  to 

$15- 

Separate  Skirts,  in  dress  and 
walking  lengths,  at  gs  to  {^i^-jo. 

Sizes  for  girls  of  6  to  iS  years. 
Beauty  reigns  everywhere. 


Some  'Tfs." 

If  you  come  our  way  we'll  send 
overflowing  values  your  wny.      _ 

If  you  leave  a  dollar  with  us  it 
is  merely  exchanging  the  money 
for  its  equivalent  in  groceries. 

If  you  are  anxious  to  secure 
goods  which  are  not  afraid  of  the 
closest  scrutiny,  this  is  a  good 
place  to  come.  Glad  to  greet  you 
at  any  time. 


194 


POWELL'S    PRACTICAL   ADVERTISER. 


No.  433 


No.   440 


A  New  Safety 
Razor 

No  stropping.     No  honing. 

Simply  a  thin  two-edged  blade 
that  you  use  until  dull  and  then 
throw  away. 

A  dozen  of  these  blades  and  the 
complete  razor  and  outfit  for  $5. 

When  the  first  dozen  blades  are 
dull  return  them  without  rust  or 
nicks  and  receive  a  fresh  half- 
dozen  free. 

After  that  the  blades  cost$i  a 
dozen. 

Men  who  have  tried  them  say 
they  average  at  least  10  shaves  to 
a  blade. 

That's  at  least  120  shaves  for 
$1.  Costs  that  much  to  have  your 
razor  honed  and  sharpened. 

Hesides  tliere  is  no  strop  nor 
sharpening  machine  to  bother 
with. 

Traveling  men  say  it  is  the 
greatest  thing  ever  brought  out  in 
razors. 

Ask  for  the  "Gillette." 

Sold  only  here. 


No.    433 


200  Easter  Hats 

at  $10  Each 

Exquisitely  designed  for  Easter. 
Some  are  copies  of  our  most 
expensive  foreign  models  Othtrs 
are  our  own  exclusive  ideas.  They 
are  high  back  effects.  Dainty 
little  turbans.  And  sailor  effects 
galore.  Trimmings  of  the  most 
beautiful  flowers,  wings,  plumes 
and  other  materials.  While  many 
are  extreme,  they  are  not  gaudy. 
Worth  $is  to  $17.  Monday,  we 
say  $10. 


No.  434 


Diamonds  on 
Installments 

As  our  prices  on  diamonds  are 
the  lowest  in  the  South  we  can 
sell  on  installments  only  to  those 
of  unquestionable  financial  re- 
sponsibility.  Our  terms,  briefly, 
are  :  One-fourth  cash,  the  bal- 
ance in  six  equal  monthly  pay- 
ments. All  our  diamonds  are 
marked  in  plain  figures,  and  in 
installment  selling  we  cliarge  an 
advance  of  5  per  cent,  over  the 
cash  price— this  applying  to  the 
deferred  payments  only.  Tliis 
slight  advance  js  obviously  re- 
quired for  extra  trouble  and  time 
involved.  Diamonds  sent  to  re- 
sponsible people  anywhere  for 
inspection— we  pay  charges  both 
ways. 

Ask  for  our  Diamond  Book  and 
our  large  catalogue  of  jewelry, 
the  latter  solidly  filled  with  illus- 
trations and  descriptions.  iJuth 
free. 


No.  435 


75c    Embroideries 

Widths  up  to  10  inches 

15c  Yard 

Handsome  patterns  in  swiss,  cam- 
bric and  nainsook  embroideries  ; 
both  edges  and  insertions;  solid, 
mixed  and  raised  work  designs  ; 
clean ,  crisp,  fresh  goods,  desirable 
for  nearly  all  purposes  ;  widths 
range  up  to  10  inches;  many  of 
them  well  worth  75c.  No  'phone 
or  mail  orders.  Sale  price,  the 
yard,  15c. 


Women's 
Stockinors 

o 

An  opportunity  of  moment. 
Stockings  of  fine  lisle  thread,  cor- 
rect, lasting,  well-fitting  and  com- 
fortable for  Summer. 

And  thereby  hangs  a  tale  : 

At  25c  pair,  usually  3SC  Of  im- 
ported fast  black  lisle  thread,  in 
Richelieu,  cluster  or  small  ribbed 
effects. 

At  50c  pair,  instead  of  $1 — Two 
styles  of  fine  ingrain  lisle  thread 
Stockings  ;  one  is  a  brilliant  lisle. 
Qualities  that  sell  at  fi  a  pair. 
An  over-stocked  importer  sold  us 
the  lot  at  half  price. 


No.  437 


Did  you  ever  wear  Vici  Kid 
shoes  ? 

High  time  you  did  then  I 

Soft,  comforting  leather  it  is-- 
stretches  just  enough— makes 
your  feet  feel  sort  of  friendly 
right  away. 

And  how  it  does  wear — sure  to 
suit  you— from  start  to  finish— it 
won't  crack^and  it  takes  an  ex- 
cellent polish. 

Our  'Milford"  shoes — in  Vici 
Kid— cost  $3.00. 


No.  438 


Tooth  Brush 
Chance 

No  one  who  has  teeth  can  af- 
ford to  miss  the  chance  we  are 
now  offering  to  get  a  superior 
quality  25  or  35  cent  tooth  brush 
atid  a  15  cent  bottle  of  Kinner's 
Diamond  Tooth  Powder  for  the 
price  of  the  brush  alone.  To  get 
these  reliable  Dupont  brushes  at 
our  prices— 25  and  35  cents— is 
alone  a  bargain  worthy  of  your 
attention;  to  get  in  addition  a 
bottle  of  the  best  dentifrice  on 
the  market,  Free,  is  an  opportu- 
nity that  you  should  take  advan- 
tage of  even  if  you  have  to  an- 
ticipate your  needs  a  little.  Both 
of  these  brushes  are  guaranteed. 
We  replace  either  with  a  new 
brush  any  time  within  three 
months  if  there  is  any  defect  in 
material  or  construction,  no  mat- 
ter how  insignificant. 


No.  439 


Lake  Whitney  Ice 
Is  Pure. 

Analysis  by  Thomas  B.  Osborne, 
Ph.  D. 
New  Haven  Ice  Co.,  Gentle- 
men: My  analysis  of  the  three 
s.imples  of  Lake  Whitney  Ice 
t.iken  at  random  from  your  store- 
iuiuse,  shows  them  all  to  be  of  the 
same  remarkable  degree  of  purity. 
The  water  obtained  by  melting 
each  sample  was  clear,  colorless, 
without  taste  or  odor,  and  when 
analyzed  proved  to  be  of  sur^iris- 
ing  purity,  being  by  far  the  purest 
water  I  have  ever  analyzed.  Such 
Ice  could  be  obtained  only  by  tlie 
freezing  of  very  pure  water,  and 
indicates  the  absence  of  those  con- 
ditions under  which  harmful 
organisms  are  developed.  The 
Ice  is  likewise  of  very  superior 
physical  quality,  being  clear, 
dense  and  very  free  from  air,  thus 
r.ndering  its  keeping  qualities  of 
the  highest  order. 

Vours  respectfully, 
Thomas  B.  Osborne,  Ph.  D. 
Consulting  and  Analytical  Chem- 
ist. 


**Saving  is  the 
First  Great  Prin- 
ciple of  Success" 

THRIFT  SERIES. 

No  man  can  succeed  who  is  con- 
stantly hampered  by  the  \\ant  of 
ready  money.  A  savings  account 
is  a  moral  as  well  as  a  physical 
aid  to  independence. 

A  dollar  is  enough  to  start  one. 


Diamond  Talks 

Byrd  's  Diamond  Man  Dis- 
courses on  Ni^ks. 

Why  are  we  so  particular  about 
showing  diamonds?  Principally 
because  we  are  afflicted  with  that 
old-fashioned  thing  called  a  con- 
science. We  sell  nothing  but 
perfect  stones,  because  nicked 
stones  are  of  uncertain  value  and 
we  should  not  like  to  feel  that  we 
had  wronged  you.  Take  this 
stone,  for  example;  it  is  worth  not 
over  half  what  its  weight  and 
color  should  command,  all  be- 
cause of  these  little  nicks.  We 
could  sell  these  as  "commer- 
cially" perfect  stones  and  makj  a 
reputation  for  cheapness  by  sell- 
ing them  for  25  per  cent.  less  tlian 
a  really  perfect  stone  But  we 
prefer  to  sell  only  perfect  stones 
that  have  definite  value.  Wc 
will  not  sacrifice  our  63  years  of 
honorable  reputation  by  selling 
defective  stones. 


Introductory  sale  of 

*'Jessina"  Perfume 

A  truly  delightful  Perfume — 
sweet,  strong,  penetrating  and 
lasting — made  in  our  own  Labor- 
atory. 

It  is  a  distinctly  new  Perfume, 
developed  after  many  experiments 
by  one  of  our  best  chemists. 

Put  up  in  2-ounce  bottles, 
ground  glass  stoppers,  to  sell  at 
79c.  ;  sale  price,  59c. 


Fowler  Says 
Buy  Good 
Witch  Hazel. 

We  sell  Extract  of  Witch  Hazel, 
the  best  and  strongest  tliat  it  is 
possible  to  make.  Tlie  first  run 
(which  is  the  best)  from  the  still. 
There  is  not  a  drop  of  anything 
added.  It  is  Witch  Hazel  and 
nothing  else.  We  leave  you  to 
add  water — if  you  care  to.  After 
you  have  I)ecome  disgusted  with 
the  ordinary  sour,  watery  kind, 
buy  a  bottle  of  ours  and  see  the 
difference. 

Full  Pint  25  cents. 


The  Biggest  Fish 

are  always  caught  with  the  proper 
tackle.  We  sell  it.  We  sell  live 
bait,  too. 

.Sea  Hods,  split  bamboo,  $1  to 
$1  50;  Orcenheart  Sea  Rods,  ■$•$; 
Salt    Water    Outfits.    J3,    $.^.$0, 

Have  you  our  fishing  cata- 
logues.* 


Awnings 


Our  Awnings  are  always  satis- 
factory-— we  are  now  prepared  to 
furnish  this  season 's  new  designs 
in  materials  and  submit  estimate. 
R'-gular  size  windows  cost  put  up 
in  best  manner,  complete,  $2.75  to 
$3.50  each. 


We  Do  Dental 
Work  Eveningrs. 

The  working  day  closes  at  nine 
o'clock  in  the  evening  in  these 
Dental  Parlors.  Those  of  you 
who  cannot  come  here  during  the 
day  time  can  get  just  as  good 
service  in  the  evening.  All  Crown 
and  Bridge  Work  is  under  the 
care  of  skilled  specialists  who  do 
nothing  but  attend  to  this  branch. 
We  promise  you  perfectly  painless 
work,  using  22  karat  gold  for  only 
$5  a  tooth.  We  guarantee  all  of 
our  work  to  last — if  any  trouble 
we  will  make  it  good  or  return 
your  money. 

Maid  in  Attendance. 


No.  447 


Easter  Neckwear 

The  dainty  new  things  that  will 
be  in  demand  for  Easter  wear  may 
be  seen  here  in  great  profusion. 

Real  Lace  Collars  for  Chil- 
dren's Coats,  98c. 

Vcnise  Lace  Coat  Collars,  6^c. 

lil.ick  Silk  Heavy  Collars  at  ^3. 
$3  ^o.?5,  and  S7.50. 

Wliite  Pique  Coat  Collar  Roll 
Sets,  50C. 

Cream  Color  Real  Cluny  Lace 
Collars,  $7  50. 

Real  Lace  Stocks  with  Point 
Lace  Medallion  Tabs,  50c. 


Card  Enj^ravings 

We  are  prepared  to  execute 
orders  for  Wedding  In\'itatioiis 
and  Announcements,  At- Homes, 
Church  and  Visiting  Cards.  The 
Work  will  be  done  in  a  most  saiis- 
faciory  manner  and  delivered 
promptly. 

Prices — 100  sets, 

$4-98,  $7.c>S  and  ?i5.q8. 

Plate  and  fifty  fine  cards  in 
shaded  old  English,  51.49;  in 
black  or  Roman  type,  Sgc. 

ino  cards  from  customer's  own 
plate,  57c 


Comfort  at   Night 

Transition  seasons  are  the  times 
for  colds.  It's  wise  to  be  well 
covered  these  Spring  nights,  un- 
wise to  be  heavily  covered. 

Here  are  the  proper  weights, 
the  proper  styles,  the  proper  qual- 
ities of  coverings.     At  low  cost : 

At  ?i.25  each  — Silkoline  cotton- 
filled  Comfortables,  figured  on 
both  sides. 

At  ?i.7^  each — Extra-fine  Silko- 
line Comfortables  ;  filling  of  fine 
white  cotton  ;  figured  on  both 
sides. 

At  $1.15  each — White  lioney- 
comb  Bed-spreads  ;  soft-finished, 
ready  for  use. 

At  ?i.5o  each  —  Honeycomb 
Bedspreads  ;  fringed  all  around, 
Marseilles  patterns. 


CYCLOPEDIA  OF  RETAIL   AND  LOCAL   ADVERTISEMENTS. 


195 


No.  464 


Does  Your  Over- 
Coat  Need  a  New 
Collar? 

Overcoat  weather  is  alnrnst 
u\x)n  us  and  it  is  time  you  were 
gelling  yours  out  to  see  what  it 
needs  in  the  shape  of  repairs. 
Perhaps  it  needs  a  new  collar, 
lining,  cleansing  or  pressing;  if  so 
bring  it  to  us.  We  do  ihe  best 
work  in  the  city  and  at  the  lowest 
prices  for  first-class  work.  We 
do  all  kinds  of  cleansing, pressing, 
dyeing  and  repairing  for  men  and 
women  in  the  most  satisfactory 
manner. 

Work  called  for  and  delivered 
free. 


No.   451 


Silk  Redingote 
Coats,  ^22.50 

Made  of  the  fine,  soft  black 
peau  de  soie,  collarless  style  ; 
double  box  plails  front  and  back  ; 
braid  trimmed  at  neck  and  down 
from  ;  new  full  sleeve,  plaited 
gauntlet  cuffs;  full  skirt,  plaited 
front  and  back — J22.50. 


No.  463 


Sunday *s  Cake 

Two  Saturdays  ago  we  started 
Cake  Specials.  Sold  out.  Last 
Saturday  we  did  the  same.  Same 
specials  to-morrow.  We  want 
everyone  lo  know  the  goodness 
of  •Homestead  baking. 

Ye  Olde  Homestead  Spanish 
Bun,  igc.  lb.;  Ye  Olde  Home- 
stead White  Mountain  Cake,  15c. 
lb.;  Ye  Olde  Homestead  Marble 
Cake,  15c.  lb. 

All  of  them  teeming  with  rich- 
ness and  goodness.  Regular  20c. 
quality.  Baked  fresh  in  the 
Homestead  way.  Try  a  trial 
pound. 


No.  453 


"More  great  fortunes  are  made 
in  real  estate  thnn  in  Wall 
Street."— William  Waldorf  As'or. 

(Quotation  from  N.  Y.  Ameri- 
ca/z,  Sepl  g,  ig-L>4. 

"Real  estate  is  the  Best  prop- 
erty to  own."  Do  you  own  any  ? 
Are  you  laying  the  foundation 
for  a  fortune?  The  richest  men 
of  the  age  made  their  millions  in 
real  estate  by  purchasing  property 
right  on  the  line  of  great  improve- 
ments. The  best  real  estate  in- 
vestment now  offered  is  our 
property  at  Freeport,  where  the 
Pa.  Railroad  is  spending  S20,- 
000,000  on  its  gigantic  tunnel  and 
railroad  improvements.  Their 
completion  will  enable  you  to 
secure  enormous  profits  if  you 
Buy  Now.  We  have  the  best 
property,  best  location . 

Lots  S49and  up.  $^  down,  $z 
each  month. 

Near  the  depot  and  right  on 
the  trolley  line  to  Brooklyn  and 
New  York. 

Every  improvement;  every  con- 
venience; electric  light;  city  water; 
best  schools,  all  churclies,  stores, 
clubs,  etc.  Title  insured  by  the 
Lawyers'  Title  Insurance  Co. 
(capital  $S.of>o,r)Oo.) 

Write  to-day  or  call  at  our  great 
sales  days  Wednesday,  Satur- 
day &  Sunday. 

Write  to-day  or  call  at  our  office 
for  Descriptive  Circular,  Maps 
and  Free  Tickets. 


Building  a   House 

Ask  anyone  who  has  gone 
ihrougli  the  house  building  busi- 
ness and  tliey  will  tell  you  not 
to  sliglit  one  feature  of  the  plumb- 
ing and  healing. 

Now,  in  heating  and  plumbing 
we  want  you  to  understand  that 
we  can  do  anything  in  that  line 
and  do  it  well. 

We  have  long  experience,  we 
have  the  most  skillful  working- 
men  of  the  craft — we  have  every 
facility  for  doing  tlie  work  per- 
fectly and  at  moderate  cost. 

Bring  in  the  plans  and  specifi- 
cations of  your  new  house— and 
we  will  examine  them  and  tell 
you  just  how  much  we  will  do  the 
work  for  and  do  it  properly. 

We  won  "t  charge  you  a  cent  for 
our  estimate. 

If  you've  a  plan  in  your  mind 
in  regard  to  the  heating  and 
plumbing,  talk  to  us  about  it,  we 
may  be  able  to  give  you  some  in- 
formation of  a  helpful  character. 

We  can  refer  to  hundreds  of 
jobs  done  faithfully  and  satis- 
factorily. 


Chocolate-covered 
Caramels 

Luscious  pieces  of  caramel 
candy,  enclosed  in  chocolate.  A 
dainty  sweet  that  yourself  and  the 
little  folks  will  enjoy.  In  one- 
poimd  boxes. 

At  2oc,  regularly  30c. 


Xo.  45G 


Let  Us  Put 
Tenants  in  Your 
Houses  and  Col- 
lect Your  Rents. 

Tlie  very  condition  of  our  list  of 
vacant  houses  at  present  argues 
in  the  strongest  possible  terms 
for  your  placing  your  property  in 
our  hands.  We  need  more  houses 
riglit  now  to  meet  an  actual  de- 
inand.  If  any  of  your  property 
is  lagging  unprofitably  on  your 
hands,  place  it  with  us  and  we'll 
fnid  the  tenant  who  wants  it. 

The  department  of  renting  and 
managing  property  here  is  orga- 
nized in  a  manner  that  results  in 
the  best  possible  service  to  owner 
and  tenant  alike.  It  is  conducted 
by  men  whose  sole  business  is  to 
look  out  for  the  houses  under 
their  charge— to  keep  them  rent- 
ed to  bring  them  to  the  very 
limit  of  profitableness  to  their 
owners.  Their  record  of  succes- 
ses in  the  management  of  Real 
F.slate  is  a  conclusive  argument 
with  every  owner  who  seeks  the 
very  best  possible  service. 

To  reiterate  — we  need  more 
houses  to  meet  a  demand  we  have 
created.  Let  us  have  yours.  We 
can  obtain  tenants  at  once. 


No.  457 


Bind  Your 
Magazines. 

The  cost  is  little  enough  and 
the  volumes  will  be  a  valuable 
addition  to  your  library. 

The  work  we  do  in  this  line  is 
as  high-class  as  our  printing — 
and  you  know  our  kind  of  print- 
ing. 


No.  462 


Let  Your  Pennies 
Work  for  You 

Nothing  makes  money  as  fast 
and  easily  as  money,  excepting 
real  estate.  An  equity  in  a  well- 
located  piece  of  realty  in  Buffalo 
is  a  more  valuable  asset  than  a 
United  Slates  bond.  It  is  the 
best  security  in  the  world.  It 
cannot  run  away,  be  stolen  or  de- 
stroyed. It  is  the  best,  safest, 
surest  money-maker  in  the  uni- 
verse. It  is  the  basis  of  all  value, 
the  foundation  of  all  wealth.  It 
will  earn  fifty  per  cent,  for  you. 

Heretofore  real  estate  invest- 
ments were  limited  to  men  and 
women  of  considerable  means. 
On  account  of  the  amount  of 
capital  required  the  person  with 
only  a  few  dollars  was  shut  out 
hopelessly.  But  by  a  plan  now 
in  operation  anyone  can  share  the 
profits  and  enjoy  the  security  of 
real  estate  investment: 

?5  down  and  $[  a  week  buys  a 
handsome  home  site. 

This  land  is  located  jn  the 
beautiful  section  of  Kensington. 
It  is  only  thirty  minutes  from  llie 
heart  of  the  city,  the  East  Utica 
and  Kensington  trolleys  pass  the 
property.  .Sidewalks,  graded 
streets,  schools,  all  improve- 
ments. Prices  of  lots,  $150  to 
$^bo.  Come  and  see  the  property. 
An  Agent  is  on  the  ground  all 
day,  until  S  o'clock  in  the  eve- 
ning. Don't  delay.  Car  Fare 
Free.  Maps,  plans  and  infor- 
mation at  the  ofBce  of 


Window  Shades 

In  the  better  class  of  shade 
work,  we  have  been  always  excep- 
tionally successful,  but  will  en- 
deavor this  Season  to  outdo  our 
previous  efforts—  estimates  fur- 
nished on  request. 

To  those  desiring  something 
uncommonly  attractive  in  this  line, 
we  would  recommend  the  inspec- 
tion of  our  French  Linen  Lace 
Shades,  ranging  from  $7.50  to 
^16.00  each. 


If  You  Own  Prop- 
erty in  George- 
town or  the  **First 
Ward/' 

It'll  Pay  You  to  Have  Us  Man- 
age It. 

We  rent  houses.  We  collect 
rents.  We  sell  property.  We'll 
make  your  property  pay  the  Innit 
of  profit.  Glad  to  have  you  con- 
sult us  about  West  End  Real 
Estate. 


Malacca 
Furniture 

Bamboo  that  grows  on  the  Ma- 
lay Peninsula  and  comes  from 
Malacca  is  particularly  adapted  to 
furniture  purposes.  The  frames 
are  made  in  various  pretty  shapes 
with  the  bamboo  in  combination 
of  natural  colors  and  stains,  with 
seats  and  backs  of  rush  and  split 
weed  woven  together.  Quite 
artistic  and  durable. 

Chairs  at  29.25,^12,^12.25,  and 

Rockers  at  $12,  ?i2. 50  and  $13, 


New  Furniture 
Combinations 

How  you  will  enthuse  when 
you  walk  about  on  our  furniture 
floors  and  take  in  the  hordes  of 
beautiful  pieces  and  sets.  Here 
you  see  New  Furniture— the  New- 
est of  the  New.  Not  an  old  piece 
in  sight  We  have  three  times  as 
much  real  fine  funiilure  as  any 
other  store  fine  but  not  higli 
priced.  For  your  own  satistac- 
tion  you  should  look  around  and 
compare.  We  submit  tliree  low 
priced  combMiations  for  your  con- 
sideration: 

Bedroom  Outfit  for  $29.50. 
Twelve  pieces,  including  hand- 
some Oak  Dresser  with  cheval 
mirror,  bedstead,  wash  stand, 
table,  two  cliairs,  rocker,  towel 
rack,  spring  mattress  and  two 
pillows.     Value  $36  75. 

Dining  Room  for  $36.  Golden 
Oak  Sideboard  wiih  fluted  posts, 
French  plate  mirror,  swell  quar- 
tered oak  top  drawer;  six-foot 
extension  table  with  fluted  legs, 
and  six  dining  chairs.     Value  ;^44. 

Parlor  Suits  for  $55,  An  un- 
usually handsome  five-piece  Par- 
lor .Suite  in  mahogany  finish,  up- 
holstered in_  fine  silk  damask. 
Wood  work  is  richly  carved  and 
polished.     Value  $73. 


No.  463 


You  Can*t  Watch 
Your  Valuables 

— constantly,  but  We  Can— it's  a 
part  of  our  business.  The  Safe 
Deposit  Boxes  in  our  banking 
vaults  afford  perfect  protection 
for  valuable  papers,  jewels,  etc. 
Rented  ^5  year. 


No.  464 


Men*s  Spring 
Top-Coats 

The  popular  Covert  Coat  is  as 
high  in  favor  as  ever,  and  the  de- 
mand right  now  is  enormous.  Our 
stocks  are  ample,  and  they  repre- 
sent the  smartest  styles  in  the  dif- 
ferent varieties  that  good  form 
has  suggested. 

The  coals  are  in  light,  medium 
and  dark  sliades  of  brown  and 
greenish  tints  ;  with  serge  hody- 
Hning,  satin  sleeve-lining,  at  $15 
and  520.  Silk-lined  Coats,  at  ?2o, 
$22.  525  and  S30.  All  of  these 
coals  are  cut  and  finished  with  the 
utmost  care  by  expert  tailors. 


Leather  Articles 
for  Women 

Our  full  and  complete  stocks 
present  splendid  selection  for 
Easter  gifts,  as  well  as  for  the 
purchaser's  individual  use.  There 
is  a  delightful  assortment  of  new 
things  in  vanity  bags,  hand  bags 
envelope  bags,  card-cases,  and 
pocket-books.  The  leathers  show 
rich  colorings  of  imported  calf- 
skin and  the  new  fluffed  alligator 
effects. 

In  addition  to  the  regular  stock 
there  is  a  special  offering  to-day 
of  Hand-bags  in  genuine  sea  lion , 
Russian  seal  and  walrus,  in  black 
and  brown.  All  new  and  modern 
styles,  and  all  fitted.  Regular 
values  S4.50  and  $5- 

TO-DAV  $3   EACH. 


196 


POWELL'S    PRACTICAL   ADVERTISER. 


Xo,  476 


Roses  and  Other 
Garden  Favorites 

Feel  that  first  Spring  tang  in 
the  air?  Does  it  stir  ycm  ? 
Mother  Earth  feels  it  too  ;  and 
bestirs  herself  and  plans  her 
Spring  wardrobe.  So  now  is  the 
time  for  your  garden  to  begin, 

Holland -Grown  Rose  Bushes 
15c  each,  2  for  25c,  5i.2g  a  dozen. 

Grown  on  Manetti  roots,  reatiy 
to  be  put  in  the  ground  right  now. 
All  the  best-liked  sorts. 

And  Landreth's  Seeds—  the  best 
seeds — all  ready  to  sprout  and 
"  make  good." 

Flower  Seeds,  5c  a  package. 

Vegetable  Seeds,  5c  a  package; 

Lawn  Grass  Seed,  54  1b.,  15c. 
I  lb.,  30c  ;  2  lbs.,  50c  ;  5  lbs.,  Si. 


Where's 

The  man  who  ever  had  too  many 
sliirts? 

Good  chance  to  have  more  at 
this  .Manhattan  Sale  : 

$3  50  ones,  $2.50;  $3  ones,  $2; 
$2. 50  ones,  $1.75;  $z  ones,  gi-ss; 
^1.30  ones,  ^i.to. 


No.  468 


Table  Linens 

The  center  of  the  family  is  the 
dining-room  tabic. 

Wise  housekeepers  realize  tliat 
they  are  known  by  the  tables  they 
keep. 

And  this  will  please  them — the 
very  low  prices  of  these  very  high- 
grade  linens  : 

5i-a-yard  Bleached  Linens  ;wide 
open-border  patterns ;  very  fine 
beautiful  quality;  the  very  best 
$i-a-yard  hnen  we  know. 

Dinner  Napkins,  24  in.  square, 
at  53  a  dozen. 

Table  Cloths,  bordered,  un- 
hemmed;  2x2  yds.,  at  $2  each; 
zx^lYz  yds.,  at  ;?2. 50  each. 


Easter  Ribbons 

The  tendency  in  the  ribbon 
demand  is  for  shaded  effects,  of 
which  we  have  an  endless  variety. 
The  new  weaves  come  in  three 
shades  of  a  color  which  are  so 
desiiable  for  the  deep  girdles  that 
are  so  much  worn  ;  also  for  mil- 
linery purposes  and  such  like 
25c  1075c. 

S-inch  Mousseline  Taffeta,  \<jc. 

4M-inrh  Ombre  Taffetas,  25c. 

S^-inth  Messaline  'l'affeta.35C. 

jK-inch  Omhre  Taffeta,  38c. 

We  also  have  a  beautiful  line 
of  ribbon  Hair  Bows,  made  up 
into  a  variety  of  exclusive  ideas, 
at  from  50c  to  $3. 


No.  470 


Do  You  Realize 

stove  time  is  but  a  month  away? 
Even  now  many  are  making  prep- 
arations for  winter,  and  nut  a  few 
have  selected  tlu-ir  heaters  with 
orders  to  deliver  later. 

For  yeai-s  we  have  been  hand- 
ling the  "Radiant  Home"  and 
"  I-'.stale  Oak"  he. iters.  We  knew 
th'.-rn  to  be  good  and  can  give 
tli^:m  our  strongest  endorsement. 
All  .'iizesare  now  on  display, sec- 
ond floor,  elevator. 


Exclusive  Corsets 

We  have  arranged  a  specially 
interesting  showing  of  late  models 
at  ?5.oo  and  ;?7.so.  The  assort- 
ment comprises  forty-six  models, 
each  designed  for  a  distinctly  dif- 
ferent figure.  The  very  fleshy, 
the  vei'y  slight,  and  the  many 
intermediate  figures  have  been 
must  carefully  considered. 

An  increased  force  of  profes- 
sional corset  fitters,  trained  and 
directed  by  our  well-known  artists, 
will  be  in  attendance. 


No.  473 


No.  473 


No.  474 


No.  475 


Did  You  Have  a 
Raincoat  or  Top- 
coat to  Wear 
Yesterday.'* 

Needed  it  badly,  did  you  not? 
Why  delay  buying,  when  every 
day  for  the  past  month  and  prob- 
ably for  the  next  six  weeks  you'll 
have  constant  use  for  one  ? 

Think  of  the  comfort  to  be  de- 
rived from  having  the  r  i  g  li  t 
clothes  to  wear  on  a  rainy  day  or  a 
cool  day.  A  coat  that  makes  you 
independent  of  changeable 
weather. 

Start  out  on  a  cold  day,  and 
though  it  rain  befnre  you  get 
home,  your  coat  affords  you  per- 
fect protection. 

R .  &  W .  Raincoats  are  the  best 
■ — S12,  $1$,  Si8>  $20  and  ^22. 50. 

Schloss  Topcoats  are  the  best — 
?io,  $12,  ?is,  |iS  and  ;S2o. 


A  Favorable 
Commentary  on 
Raincoats 

All  the  style  and  dash  of  the 
most  distinguished  outer-garments 
can  be  put  into  Raincoats.  Are 
now  put  into  these. 

Some  new  arrivals  from  Europe 
are  the  most  effective  we  have 
ever  seen.  In  Redingote,  semi- 
blouse— in  evc^r  new  style.  With 
smart  contrasting  strappings  and 
other  innovations.  Olive,  Oxford 
and  tan  worsteds.  $20,  $21  and 
$22  each. 


Duff's  Collec^e 

Is  a  progressive  school.  Busi- 
ness is  tauK'it  by  business  men. 
Here  the  students  become  trained 
accounutnis,  rapid  writers,  ac- 
curate calculators,  good  corre- 
spondents, acetiinplished  steno- 
graphers and  expert  typewriters. 
Tlinrough  preparation  for  busi- 
ness pursuits.  Circulars  to  be 
had  at  college  office. 

P^vening  sessions. 


If  your  trousers  have  the  trick 
of  "crawling  up"  out  of  sJiane  or 
if  they  are  no  longer  a  credit  to 
your  cnat,  come  in  and  see  our 
specials  this  week. 

Fashion  no  longer  demands 
that  the  trousers  should  be  the 
same  )iiece  as  tlic  c":it. 

Here  are  22  dilferent  patterns — 
can  suit  all  tastes  and  all  legs— 
J3-5"i  f'A  oOi  S5.00. 


New  Paris  Silks 

One  of  the  most  beautiful  silks 
that  has  come  from  Paris  this 
season  is  the  Eclair  Glace,  a  plain 
two-lone  silk,  44  inches  wide,  soft 
as  crepe  de  I  hine,  but  in  a  plain 
lustrous  Weave,  in  the  most  effect- 
ive two-tone  effects  that  have  ever 
been  brought  out.  The  combina- 
tions include  the  following  ; 

Nile  green-and-while,  green- 
and-blue,  cieUand-white,  pink- 
and  -  %vhite,  marine  blue  -  and  - 
lirown  ;  brown-and-green,  marine 
blue-and-tan,  mais-and-white,  tan- 
and-white,  tu'-quoise  -  and  -  wliite, 
light  blue-and-beige,  apricot-and- 
vvhite. 

The  Eclair  Glace  Silks  are 
suitable  for  simple  or  the  most 
elaborate  evening  dresses. 
Double  width,  at  S2.50  a  yard. 


No.  47'; 


Linen  Specials 

There  is  really  no  good  reason 
why  we  should  cut  prices  on  this 
stock  because  we  shall  have  to 
pay  more  when  we  re-order;  but 
it  is  not  our  policy  to  allow  any 
goods  to  linger  or  salespeople  to 
stand  idle  when  a  shearing  of 
profit  will  make  a  busy  counter. 
That  accounts  for  Monday's  ad- 
vantageous prices  told  of  below. 


"Suppose  I  Die" 

We  have  helped  the  people  to 
answer  that  question  for  lialf  a 
centurj'  or  more  ;  to  make  provis- 
ion for  thtir  survivors.  We  do 
more  ;  we  assist  men  in  making 
provision  for  their  old  age,  ulien 
their  money-producing  power  is 
waning.  Get  our  free  booklet, 
'The  How  and  the  Why,"  It 
brushes  cobwebs  from  the  brain. 


Extremely  Low 
Prices  for  Sewing 
Machines 

It  pays  the  woman  who  has  ht-r 
sewing  done  at  home  to  own  a 
tirst-class  sewing  machine.  liy 
this  we  mean  one  that  turns  nut 
good  xvork  quickly,  not  a  machine 
in  a  fancy  case.  If  you  think  with 
us,  note  this  comparison  of  prices, 
our  prices  and  the  general  market 
})rices  on  sewing  machines,  before 
you  buy, 

5iS  for  machines  that  listarS4o. 

S22. 50  for  machines  that  list  at 

525.00  for  machines  that  list  at 

56o. 

^27.50  for  machines  that  list  at 
?6s.oo. 


Old  Hickory 
F'urniture 

Furniture  with  the  bark  on  it, 
matie  in  large  comfortable  Chairs, 
Settees,  Tables,  ctt.,  built  to  last. 
It  is  proof  against  rain,  and  for 
the  porch  or  lawn  is  particularly 
appropriate. 

Chairs,  S2.50  to  Jio.oo. 

Settees,  58.50  to  f  15.00. 

Tables,  53.50  to  Ss-oo. 


Roof  Men 

of  Ability. 


We're  practical  and  expert  roof 
men.  Every  job  is  done  right 
and  is  fully  guaranteed.  We 
|iaint  and  repair  roofs. 


Xo.  482 


Walking  Skirts 

These  are  the  days  that  call  for 
something  firmer,  snugger,  and 
fitter  than  the  light  Tub  Skirts 
that  have  been  doing  duty  during 
Jane  and  July.  To  meet  the  call, 
here  are  a  hundred  Walking 
.Skirts,  just  received  from  our 
buyer  who  is  now-  in  New  York. 
Sightly,  sturdy  stuffs,  hefty 
enough  for  early  Fall  wear  and 
nut  too  WLi^hty  for  the  coolish 
days  that  are  sure  to  slip  in  be- 
tween August  and  September. 

Walking  Skirts  made  of  brown, 
black  and  blue  plain  and  camel's^ 
h.iir  serge — seven  gores,  a  wide 
tuck  covering  each  seam,  falling 
loosely  and  finished  at  the  knee- 
line  with  self-tabs. 

Walking  Skirts  made  of  grayish 
mixtures  in  dim  plaids — choice 
mannish  fabrics — seven  gores, 
Il.it  seams  with  double  plaits  let- 
in  below  the  knee. 

S5  would  he  a  very  fair  price 
for  such  styles  and  qualities. 
We've  never  offered  belter  ones 
at  that  fistire,  but  these  are  to  be 
sold  at  $^.50. 


No.  483 


Women's  Gloves 

Two favorites  are   ready 

in  the  full  Spring  assortments. 

The  Princess  May  glace  and 
suede  gloves  for  women, in  all  the 
shades,  including  black  and  white, 
$1  a  pair. 

The  Royale  Kid  Gloves  for  mm, 
in  outseam  and  pique  stitchinp.  in 
all  the  new  shades  of  tan.  ?i.5o 
a  pair. 


No  Business 

is  too  big  to  ignore  the  2  per  cent, 
interest  we  allow  on  dei>osils  sub- 
iect  to  check.  The  larger  the 
business  the  more  it  amounts  to. 


Attractive 
Dress  Linens 

The  present  season's  craze  for 
linen  suits  has  stirred  up  our 
Linen  Store  to  unusual  prepara- 
tions to  meet  the  de'H.mds.  Dur- 
ing the  recent  weeks  we  h^ive 
heard  much  enthusiastic  commen- 
il.ition  of  the  Dress  Liuens  here 
j-hnwn. 

Here  are  a  few  suggestions  of 
the  popular  sorts  : 

Kmhroidi-red  Linen,  in  Swiss 
drsi^ns,  dots  and  figures,  for 
shirt-waisrs  and  suits,  at  O5C,  75c, 
S5C,  ?i  and  Si  .25  a  yard. 

Flench  Grass  bleuLhcd  Linen  ; 
double  width  ;  47  in,  wide,  at  75c 
a  yard. 

Plaid  Linen  Dimity  — snow- 
white — a  sheer,  beautiful  fabric 
for  shirt-waists;  32  in,  wide,  at 
65c  a  yard. 


CYCLOPEDIA    OF    RETAIL   AND    LOCAL   ADVERTISEMENTS. 


197 


Appel's  25-cent 
Prize  Package 
Sale 

This  week,  Friday,  at  2  o'clock 
p   ni.,  in  thu  basement. 

500  packages,  e.tch  containing; 
merchandise  to  the  guaranicLd 
ainuunt  of  25c.,  will  be  placed  on 
Sale  at,  each,  25c. 

Wni  take  your  choice  of  any 
in  the  lot;  only  dependable  ni'-i- 
cliandise  will  be  enclosed  in  these 
pacliages,  such  as  Hosiei'y,  Un- 
derwear, Lawns,  Calicos,  Muslin, 
Dress  Goods,  Laces,  Ribbons 
Millinery  and  the  like.  We  will 
guarantee  each  package  to  contain 
at  least  25c.  worth  of  merchandise, 
but  many  will  contain  more. 

Inside  these  packages  ten  $1 
bills  will  be  enclosed,  one  to  each 
ten  packages.  If  you  were  born 
under  the  Lucky  Star,  your  selec- 
tion ought  to  be  a  1  rize  package; 
if  ynu  were  not  born  under  any 
particular  Omen  of  Good  For- 
tune, you  will  get  a  big  money's 
worth  anyhow. 

This  sale  is  tlie  third  of  its 
kind;  it  has  proved  popular  with 
the  people,  because  they  have 
alw-Tvs  received  their  money's 
wuriii.  Remember  the  day  and 
huur;  Friday,  August  12,  at  2 
o'clock. 


Women's  Gloves 

Our  stocks  are  complete  with 
all  the  new  Spring  and  Summer 
gloves,  in  the  various  proper 
shades 

Suede  Lisle  Gloves  in  all  the 
new  shades,  also  black  and  white, 
at  25c,  50c  and  75c. 

The  new  Mesh  Gloves,  lisle 
palms  and  silk  net  backs,  at  50c 
and  75c. 

Silk  Mesh  Gloves  at  $1. 

Elbow-length  Silk  Gloves  in 
colors,  also  black  and  white,  at  $\. 

The  Kayser  Double-tip  Silk 
Gloves,  in  colors  and  black  and 
white,  at  50c,  75c  and  $1. 


To  Mothers 

You  know,  perhaps,  by  this 
time,  that  a  growing  boy,  12  to  iS 
years  old, is  very  hard  to  fit.  The 
"awkward"  stage,  clothiers  tell 
you,  can't  be  helped.  Rut  a  great 
part  of  this  awkwardness  isn't  due 
to  the  boy  at  all ,  but  to  the  clothes 
he  Wears.  Makers  sort  of  took  it 
for  granted  that  a  growing  boy 
couldn't  be  fitted  well  and  didn't 
try 

For  some  time  we  have  been 
giving  this  matter  very  close  at- 
tention and  if  you  want  to  see 
how  your  boy  looks  in  clothes 
that  fit,  bring  bun  in  any  day  and 
let  us  put  a  new  Fall  suit  on  him. 

Double  and  single  breasted, 
two-piece  and  three-piece.  New 
stvles  are  handsome.  $2.50  up  to 
5J-'.50. 


No.  489 


White  Petticoats 
in  Golf  Lengths 

We  have  an  attractive  collection 
of  Women's  Cambric  Petticoats 
in  the  pedestrian  or  golf  length, 
so  convenient  for  wear  with  short 
skirts. 

Popular  styles  are  shown  at 
$1.50,  ?2.25  and  $2.75  each. 


New  Spring  Coats 

Covert  Coats — the  elegant  high- 
class  tailored  garments— from  the 
short,  natty,  tiglit-fitting  coat  to 
the  long  fitted  or  Paddock  style; 
also  all  the  newest  short  and  long 
loose  models  in  light  tan  and 
black— $12,50,  $15.00,  $18.50,  up 
to  $40,00. 

Silk  and  Lace  Coats  for  practi- 
cal or  dress  wear — $15.00,  jiS  50, 
520  00,  ^25.00,  J135.00,  $42.50  up  to 
5175.00. 


One  Way  to 

Economize 

is  to  do  yotn-  own  shaving.  If 
you  need  shaving  three  times  a 
week  you  save  45  cents,  and 
numerous  tips. 

Shannon's  Dollar  Razor  will 
save  you  ^25  in  a  year.  Ask  any 
of  the  thousands  of  users. 

If  you  haven't  the  knack  of 
using  a  long  bladed  razor  get  a 
Gillette  Safety  Razor.  It  has  12 
double  edge  blades,  each  good  lor 
20  shaves.  240  shaves  without 
shaipening.     $5. 

Our  Traveling  Case  is  a  handy 
outfit.  Contains  safety  frame,  two 
blades,  shaving  soap,  brush , 
c'liiib  and  cosmetique.  Complete 
for  *5. 

S;ar  Safety  Razors,  for  a  safe, 
clean  shave,  S^i.25. 


No.  493 


A  Bevy  of 
Shirt-waist  Suits 

Lawn,  duck,  Swiss  muslin, 
linen,  chambray— all  the  fair  arr.iy. 

Not  niciely  a  plain  shirt-waist 
and  a  pL^in  skirt. 

Suits  with  character,  tailored  or 
prettily  trimmed,  with  a  carefully 
conceived  de^-ign.     Well-fitting. 

Prices  undeservedly  modest : 

At  S4.50  —  Of  lawn  ;  plaited 
blouse  waist,  ii-gored  skirt,  each 
gore  plaited. 

At  $s  -Of  duck  or  plain  or  dot- 
ted lawn  ;  blouse  waist,  plaited  or 
tiimmed  with  lace  insertion  ;  gored 
skirt,  with  insertion  of  lace  or 
shirred  flounce. 

At  $b—()i  lawn  or  dotted  Swiss 
muslin ,  waist  plaited,  trimmed  with 
lace  or  embroidery  insertion;  gored 
skirts,  side-plaited  or  with  shirred 
flounce. 


No.  493 


Let  Us  Fix 
Your  Furniture 

Don't  destroy  your  old  furni- 
ture because  it  is  shabby.  Send 
it  to  us  and  we'll  make  it  look 
gorid  as  new  again , 

We  frame  pictures  and  show 
you  100  designs  to  select  from. 


Men's  Half  Hose 

For  6,000  glad  feet. 
Here  are  3,000  pairs  of  fancy 
imported  Half  Hose. 

Many  kinds,  few  of  each. 
None  under  50c  qualities. 
Sizes  gj'g  to  II. 
Now  2oc. 


The  'Hawkeye' 
Refrigerator 
Basket,  $3.25. 

Tliis  basket  best  solves  the 
problem  of  keeping  a  good  lunch 
good-  Has  no  superior  for  out- 
ings, traveling,  for  the  sick  room, 
office,  etc.  C'onstructed  of  the 
toughest  finished  rattan,  witli  as- 
bestos and  hair-felt  packing 
metal  lining.  Ice  compartment 
maintains  an  average  temperature 
of  50  degrees  for  24  hours.  Water- 
tie;ht,  moisture-proof,  non-rust- 
able      Price  $3.25.     Inspect  it. 

A  Gas  Toaster  Special. 

A  practical  and  satisfactory 
bread  toaster,  such  as  is  reguLuly 
Sold  at  40c.  An  advantageous 
purchase  enables  us  to  price  them 
at  25c. 

More  $1  Bath  Sprays,  75c. 

If  you  have  delayed  securing  a 
good  bath  spray,  you  may  obtain 
one  now.  Another  shipment  of 
these  sprays — white  rubber,  with 
large  nickel  nozzle,  75c. 


Aluminum 
Kitchen  Ware 

Aluminum  Ware  has  come  to 
make  cooking  easy  and  eating 
safe. 

Food  can  boil  until  dry  in  aliun- 
iuuin,  without  stirring  or  burning. 

Ciriddle  cakes  can  be  fried  on 
aluminum  without  grease. 

Aluminum  cannot  flake,  cannot 
burn  on  an  ordinary  fire,  contains 
no  acids,  is  non-porous,  impervi- 
ous to  impurities. 

Lighter  in  weight,  longer  in 
wear,  cleaner  and  better-looking 
than  any  other. 

And  not  expensive : 

Round  Griddles,  51.70,  $2.50, 
S:i  75- 

Oblong  Griddles,  S2. 35  to  $5.25. 

Biead  Pans,  at  35c. 

Pie  Plates,  at  15c  to  25c. 

Roasting  Pans,  at  90c  to ?i. 50 

Rice  or  Milk   Boilers,  at  Ji    to 


No.  497 


The  Brighton 
Fruit  Press 

is  the  very  thing  for  extracting 
juice  for  making  jelly  or  fruit 
juices.  No.  2  is  the  usual  family 
size  and  sells  for  St. 75. 

Silver's  Fruit  Press,  much 
smaller  but  very  satisfactory,  is 
only  35  cents. 

Preserving  Kettles  in  all  sizes. 


New  Jacquard 
Silks 

that  will  wash  splendidly 


55c  a 


Yd. 


Monday  we  place  on  sale  50 
pieces  of  jacquard  silks  ;  these  are 
only  half  silk,  but  they  will  wash 
all  the  better  for  that ;  a  beautiful 
range  of  patterns  and  many  new 
color  combinations ;  2S  inches 
wide  ;  just  the  thing  for  spring 
and  summer  suits  ;  the  choicest 
patterns  will  sell  first  ;  make  your 
selection  early.  Sale  price,  the 
yard, 35c. 


American  Fence 

is  a  good  Fence.  Because  it  is 
made  from  the  best  open  hearth 
steel — Because  it  is  heavily  and 
evenly  galvanized — Because  it  can 
be  perfectly  stretched  over  un- 
even ground— Because  the  heavy 
stay  wires  are  Hinged  at  every 
joint  and  it  always  keeps  smooth 
and  straight.  American  Fence  is 
a  good  Fence  to  buy — Because, 
M'hile  it  is  heavier  and  more  dur- 
able than  any  other,  it  Costs  Less 
Money.  I  sold  over  five  carloads 
last  year  and  am  going  to  sell 
seven  carloads  tins  year.  Tlie 
high  quality  of  the  Fence  and  the 
Low  Price  will  do  the  business. 
Two  or  three  carloads  always  on 
hand. 


Trimmed  Hats,  I5 

Exquisite  copy  of  models  of  Par- 
isian creations  and  also  many  of 
our  own  magnificent  styles.  This 
famous  line  of  millinery  is  superi- 
or to  hats  sold  elsewhere  at  ?7.5o, 
and  the  equal  of  most  hats  lor 
which  double  our  price  is  asked. 


Chapman's  **Ad" 

Next  to  a  "Mansion  in  the 
Skies,"  is  the  McPherson  Man- 
sion with  Soo acres  of  choice  land, 
situate  in  Livingston  County  at 
the  most  fertile  point  in  the  Gen- 
esee Valley.  Outside  the  "Garden 
of  Eden"  this  is  probably  one  of 
the  best  farms  ever  offered  for 
sale.  The  big  residence  alone 
cost  25,000;  an  ideal  spot  for  a 
country  gentleman  to  live  in  lux- 
urious comfort.  From  25  to  800 
acres  may  be  purcliased  with  the 
mansion  and  barns.  The  land 
not  sold  with  the  main  buildings 
will  be  sub-divided  and  sold  in 
smaller  farms. 

Our  list  of  small  and  medium 
sized  farms  and  village  homes  is 
always  open  for  inspection  to 
prospective  purchasers. 

Money  to  loan. 


No.  503 


The  Sorel  Hat 

At  present  the  French  metropo- 
lis is  wild  over  tlie  beautiful  hats 
worn  by  Cecile  Sorel  at  the  Com- 
edie  Francaise.  We  are  showing, 
to-day,  hats  that  are  exact  copies 
of  those  that  havestarfd  the  rage 
in  Paris. 

Another  striking  novelty  is  pre- 
sented by  the  new  Reboux  Polo 
Hats.  These  exclusive  little  tur- 
bans are  built  entirely  of  violets, 
geraniums,  American  Beauty  and 
other  roses,  Tliey  present  one  of 
the  most  charming  new  styles  of 
the  season. 

There  are  besides  hundreds  of 
other  newly  trimmed  hats  that 
have  originated  with  our  own  de- 
signers, as  well  as  scores  that  roe 
produced  from  direct  information 
received  from  Paris. 


No.  503 


Store  Your  Furs 

Preparations  are  complete  for 
the  Storage  of  Furs  during  the 
months  when  they  need  expert 
protection, 

Facilities  for  renovating  and 
repairing  are  of  the  highest  order. 

Tne  cost  is  moderate. 


198 


POWELL'S    PRACTICAL   ADVERTISER. 


No.  604 


Showing  of 
Easter  Novelties 

Here  are  all  the  cute  little  re- 
membrances for  Easter  time. 
They  are  all  priced  hnv  and  in  a 
great  array  of  subjects. 

Baby  with  voice  in  egg — 30c, 
60c. 

Large  white  rabbits— gSc. 

Egg  faces  — 15c. 

Mechanical  rabbits — 49c,  60c. 

Happy  Hooligan  eggs — 5c,  loc. 

Buster  Brown  eggs — 19c,  25c. 

Foxy  Grandpa  eggs — 5c,  loc. 

Rabbit  and  nest — 25c. 

Rabbit  eating  carrots — 50c. 

Rabbit  and  cart — 60c,  $1.00. 

Cliicken  and  basket— 10c,  5c. 

There's  a  good  lesson  in  them, 
and  if  you  want  to  take  them 
home  to  delight  the  little  ones  in 
telling  them  the  Easter  legends 
they're  on  the  Main  floor. 


No.  505 


You  Remember 

the  good  old  days  way  back 
yonder  on  the  farm — how  your 
mother  used  to  make  the  nice 
sweet  home-made  Kettle-Ren- 
dered Lard,  and  how  different 
everything  used  to  taste  then  ? 
Don't  you  know  that  yuu  can  get 
the  same  tasting  Home  Kettle- 
Rendered  Lard  made  by  I.  N. 
Voorhees  &  Co.  at  247  Morris 
avenue?  No  coloring  matter  in 
this  lard  Many  housewives  have 
tried  it  in  the  past  few  weeks, 
and  are  enthusiastic  in  praise  of 
it.  Put  up  in  3,  5  and  lo-lb.  pails, 
and  loose,  12c.  a  lb. 


No.  506 


Special  This  Week 
McClure's 

Dep't  Store  22nd  and  Ridge 
Ave. 

We're  out  of  the  high-price'i 
district,  hence  these  out-of-the- 
way  prices. 

Best  Lancaster  Gingham, s^c. 
yd.;  Sc.  Unbleached  Sheeting, 
36in,  5c.  yd.;Sc.  Outing  Flannels, 
Si'^c.  yd  ;  50c.  Corset  Covers, 
35c.;  i2|,c.  Ladies'  Black  Hose, 
9c.;  Z5c.  Men's  Gauze  Vests,  17c. 


Creamy  Candy 

At  20c  a  pound,  worth  35c  — 
Old-fasliioned  Italian  cre,inis. 
Luscious  pillows  of  cream  with  a 
rich  chocolate  covering.  Kor 
dainty  teetli — and  sweet.  20c  a 
pound,  worth  35c. 


No.  508 


School  Supplies 
the  Children  Like 

are  the  kind  you  find  here.  Every 
good  thing  for  making  school 
work  easy. 

New  and  second  hand  School 
Books  bought,  sold  and  ex- 
changed. Money  saved  you  in 
this. 

Our  "Grammar  School  Tablet" 
is  the  standard  margin  line  tablet. 
Evtry  other  good  kind  of  tablet 
here  also. 

This  store  will  be  open  to- 
morrow { Tuesday  evening )  to 
accommodate  the  school  trade. 


Eat! 

When  you  happen  to  be  in 
Oswego  long  enough  to  get  hun- 
gry you  can  find  no  lietter  place 
to  satisfy  your  appetite  than  at 
the  White  Front  Bakery. 

There  you  will  find  the  best 
short  order  lunch  counter  in  Os- 
wtgo.and  you  can  get  anything 
you  want  to  eat.  You  will  be 
treated  white,  too. 


No.  510 


Ready-to-Wear 
Hats 

It  gratifies  us  to  talk  about  this 
collection.  It  will  gratify  you 
to  see  it. 

Ever  day  brings  additional 
beauty  —  new  models  with  still 
later,  more  alluring  touches  of 
jauntiness  and  style. 

I>iteresti?tg  twi'elttes  among 
Tricurnes,  long,  narrow  Admiral 
shapes,  small,  quaint,  Turbans, 
and  flat  Sailor  Hats  ;  most  becom- 
ing and  prettily  trimmed.  New 
color-effects. 

Shapes  for  all  faces,  $1.75  to 
$10. 


Nc».  511 


There  are  many  examples  to 
show  the  folly  of  having  life  in- 
surance made  payable  directly  to 
inexperienced  or  incompetent 
beneficiaries. 

You  can  avoid  such  misfortune 
by  making  tliis  company  your 
beneficiary  in  trust.  Many  shrewd 
business  men  are  doing  so. 

Call  or  send  for  our  booklet 
"  Relatingto  Wills,  etc," 


No.  513 


Value  in 
Underwear 

Men's,  Women's  and  Children's 
Underwear  in  .Spring  and  Sum- 
mer weights  and  of  all-the-year- 
round  excellence. 

Care  has  been  taken  —  extra 
care — not  only  for  coolness,  venti- 
lation, absorbency,  worth  and 
good  looks,  but  fur  all  the  little 
details  of  comfort,  too. 

And  the  prices  are  more  modest 
than  the  values: 

Women's  Underwear 

At  i8c  each,  worth  25c-White 

ribbed,  lisle-finished   Vests;   hnv 

neck ,     sleeveless ;     trimmed    all 

around  with  pretiy  pattern  of  lace. 

Men's  Underwear 

At  37^^c  each  — Fine  gage  light- 
weight ecru-color  cotton  Shirts  or 
Drawers  ;  shirts  with  short  or  long 
sleeves  ;  drawers  in  short  or  long 
in  seam. 

Children's  Underwear 

Kngl  isli  wh  i  te  gauze  cotton 
Vests  ;  lowneck,  with  short  sleeves 
or  sleeveless  ;  or  hit-h  neck,  with 
short  sleeves.  Prices  range  from 
2sc  to  5nc,  according  to  size  and 
style. 


No.  513 

Diamond  Rin<rs 

0 

Gems  clioscn  hv  a  judge,  and 
mounted  by  an  artist.  Here  you 
arc  -afe,  yet  you  pay  only  moder- 
ate prices. 

An  eighty-six-year-old  house. 

Women's  Lawn 
Waists,  50c 

Made  to  sell  at  950.  The  first 
lot  went  on  sale  this  week  and 
was  sought  by  crowds  of  shuppers 
with  great  eagerness.  No  won- 
der. Tlie  value  is  simply  extra- 
ordinary. Known  popularly  as 
"Chic"  Waists.  Tliis  time  we 
place  on  sale  exactly  i.^cxi  waists. 

Made  of  good  quality  white 
lawn,  with  deep  round  yoke  front 
and  back,  formed  of  lace  inserting 
and  strips  of  narrow  lawn ,  joined 
by  fagoting,  attached  stock  collar 
to  match  yoke,  graduated  side 
plaiting  below  yoke  forms  full 
blouse,  which  is  embellished  with 
two  embroidered  medallions,  new- 
est full  sleeves  and  tucked  cuffs. 
Quantity  being  limited,  we  will 
sell  only  two  to  a  customer.     50c. 


Reading  the  Title 
Clear. 

The  possession  of  a  title  policy 
by  this  company  is  proof  to  all 
the  world  that  the  title  to  your 
real  estate  is  clear.  Not  only 
this,  but  should  anybody  ever 
dispute  it,  we  will  defend  you 
with  our  capital,  surplus  and  the 
dnuble  liability  of  our  stock- 
holders, and  in  the  event  of  any 
possible  loss,  make  you  whole. 
No  greater  protection  could  be 
asked.  It  is  yours  for  a  small 
fee. 


No.  516 


St.  Patrick's  Day 
Candies 

To  give  the  table  a  typical 
emerald  tone— green  candies,  pure 
and  delicious,  prepared  for  the 
day's  celebration  : 

Green  Shavings,  40c  a  pound. 

Green  Chips,  40c  a  pound. 

Green  Bijou  Drops, 3nca  pound. 

Green  Buttercups,  25c  a  pound. 

Green  Pipes,  25c  a  pound. 

Green  Shamrocks,  25c  a  pound. 


No.  r>iT 


A  Sale  of 
Fine  White 
Bedspreads 

First  is  a  cnllection  of  beautiful 
Satin  Damask  Bedspre.ids,  fur 
single  or  twin  bedsteads.  They 
are  imported  fmm  one  of  the  best 
foreign  manufacturers.  T  h  e 
grounds  are  snow-  white,  with 
most  beautiful  designs  in  relief, 
decorated  with  beautiful  printed 
border  pattenis  and  detached  de- 
signs. These  bedspreads  sell 
rcgnlariy  at  $7,  but  by  reason  of 
our  vpecial  purchase,  we  are  able 
to  offer  this  limited  lot  at  $4  each. 


No.   .-»18 


Educational 
Advantages 

Never  h^s  the  Temple  College 
at  Broad  and  Berk  sts,  been  in 
better  condition  to  im|iart  to 
male  or  female  a  thorough  edu- 
cat  i  on  in  forty-six  different 
branches.  Day  or  Evening  Cours- 
es.    Terms  very  moderate. 

Full  information  on  request. 


The  New 
Spring  Shirts 

Plain  bosom  negligee  models 
seem  to  have  struck  twelve  this 
time,  though  the  pleated  and  stiff 
bosom  coat  shirts  are  also  in  high 
favor.  We  present  an  exhaustive 
series  of  the  three.  They  are  of 
the  finest  percale,  madras,  chevi- 
ot, linen  and  fancy  weaves,  woven 
in  this  country  and  abroad.  The 
designs  are  varied-  from  grave  to 
gay,  from  conservative  to  daring. 
The  prices  begin  at  one  dollar 
and  raise  at  intervals  of  fifty  cents 
to  four-fifty.  With  the  shirts  that 
cost  two  dollars  or  more  we  pro- 
vide an  extra  pair  of  unlaundt-red 
cuffs,  which  your  seamstress  may 
s^w  on,  after  the  attached  pair  are 
beyond  further  service. 

Hold  this  in  mind  :  be  yourpro- 
portiuns  normal  or  abnormal,  in 
whole  or  in  part,  with  short  arms 
or  long,  we  can  provide  a  perfect 
fitting  shirt  ready  for  your  service. 


No.  520 


Crab  Cutlets  loc. 
each. 

Made  from  fresh  crab  meat. 
They  are  just  a  hint  of  the  many 
good  things  vou'll  find  in  our 
Delicatessen  Department. 

Other  cuirenl  offerings  are: 
Rice  Croquettes,  30c.  doz. ;  Beef 
Bologna.  \i^/2Z.  lb.;  Sliced  Beef 
Tongue,  50c.  lb. 

Many  housewives  are  finding 
it  a  great  convenience  to  supply 
their  tables  with  attractive  ready 
ciM.ked  edibles  from  tliis  depart- 
ment. 


St.    Patrick's    Day 
Favors 

A  handsome  selection. 

Little  things  that  contribute 
their  mite  towards  the  sentiment 
of  the  St.  Patrick's  Day  dinner  : 

Green  Boxes,  with  hat  and 
pipe,  30C  ench. 

Black  High  Hats,  with  pipe, 
15c  each. 

Green  High  Hats  with  pipe, 
25c  each. 

Green  Boxes,  with  harp,  loc 
each. 

Green  Boxes,  with  flag,  15c 
each. 

Shamrock  Boxes,  with  pijie, 
15c  and  25c  each. 

Harp  Boxes,  loc  each. 

Green  Baskets,  loc  each, 

Irish  Heads,  20C  and  50c  each. 


Saturday 


for  introductory  purposes  we  will 
nut  on  sale  two  food  products  that 
nave  unusual  merit.  They  are 
made  of  the  very  best  matenals  in 
the  very  best  and  cleanest  fact«>- 
ries.  Maple  Ridge  Print  Butler, 
lb.  25c.  Kuclid  Butter  Crackers, 
pkg.  IOC.  To  every  cash  pur- 
chaser of  this  famous  butter  we 
will  give  absolutely  Free,  1  pack- 
age Butter  Crackers. 

Never  before  have  we  Iwen 
enabled  to  put  a  combination  of 
tliis  kind  on  sale,  where  Ixith 
items  nre  at  the  lop  of  the  list  for 
L'vcellence,  and  if  we  have  tme 
di.ssatisfied  customer  we  will  glad- 
ly refund  the  money. 

Come  to  the  store  and  see  our 
displny  of  fruit  and  vegetables. 
.Make  your  own  selection,  it  jxiys. 


CYCLOPEDIA    OF    RETAIL   AND    LOCAL    ADVERTISEMENTS. 


199 


No.  533 


No.  .-lac. 


No.  630 


No.  534 


Vanilla  That  Is 
Vanilla. 

Much  vanilla  that  is  sold  does 
not  contain  a  particle  of  vanilla. 
The  pure  food  law  of  Pennsyl- 
vania requires  that  articles  be 
labeled  just  what  they  are  or  con- 
tain. 

This  gives  you  protection. 
If  vou  happen  to  have  an  empty 
vanifla  bottle  Inok  at  the  label. 

It  likely  is  labeled  "conipound" 
or  "colored"  or  *'This  is  a  com- 
pound of  half  syTithetic  extract 
of  vanilla  and  half  extract  of 
tonka"  or  "4-5  tonka  and  1-5 
vanilla." 

Such  statements  on  the  label 
brand  the  extract  as  impure. 

And  yet  such  \-anilla  is  sold  in 
our  town. 

Tonka  is  a  good  tobacco  flavor- 
ing but  is  not  fit  for  food. 

"'Synthetic  extract  vanilla"  is 
made  from  coal  tar. 

REAL  VANILLA. 
Our    vanilla    is    nothing     but 
vanilla. 

It  is  made  from  selected  vanilla 
bean.  It  is  not  colored  artiticial- 
iy.  It  is  allowed  to  "age"  or 
"ripen." 

This  gives  it  a  delicate  smooth- 
ness, a  peculiar  aromatic  richness 
in  flavor  obtainable  in  no  other 
way.  ,  ... 

Our  vanilla  is  the  finest  vanilla 
it  is  possible  to  produce. 

Note  these  reasonable  prices: 
I    oz.    IOC,    4   oz-    35c.;    %   pt. 
65c.;  1  pt.  ?I.2S. 


No.  524 


For  the  Bride 
at  Eastertide 

Matching  Lingerie  Sets— trous- 
seau sets. 

For  Easter  brides  or  any  woman 
who  likes  to  have  pretty  underwear 
a  part  of  her  new  Spring  ward- 
robe. 

The  styles  are  as  new  as  the 
sets.  But  the  same  old  dainti- 
ness, and  exquisite  workmanship 
distinguish  each  garment. 

You  will  notice  that  the  prices 
are  exceptionally  small : 

At  $6.25  a  set  — Nightgown, 
Skirt-chemise  and  Drawers  of 
nainsook,  trimmed  with  fine  em- 
broidery, lace  and  ribbon.  Night- 
gown has  square  neck  and  short 
sleeves. 

At  $10  a  set — Nightgown,  Cor- 
set Cover  and  Drawers  of  fine 
nainsook,  elaborately  trimmed 
with  lace  and  insertion,  beading 
and  wash  ribbon.  Nightgown 
has  round  neck  and  short  sleeves. 


Little  Home 


are  done  quicker  and  neater  if 
you  have  the  rieht  tools  and 
materials.    We  sell  both. 

Brass  Hooks  that  fit  any  moul- 
ding, for  hanging  pictures,  30c. 
doz.  up. 

New    Drawer    Handles  and  a 
little    \'amish    will  make  an  old 
bureau  equal  to  new.     Half  hun- 
dred styles.     25c.  a  pair  up. 
Furniture  Polish,  15c.  can. 
Paint  Brush,  loc. 
Tacks    and    tack    hammers    in 
styles  and  sizes  too  numerous  to 
mention. 

Everything  in  home  tools.  Our 
catalogue  for  the  asking. 

A  big  assortment  of  knobs, 
fasteners,  bolts;  all  kinds  of  locks, 
hinges,  catches,  lifts,  etc. 

Our  repair  shop  is  the  place  to 
send  things  of  metal  to  be 
mended. 


Don't  Carry  Linen 
Table  Spreads  and 
Napkins  to  the 
Picnics 

when  you  can  come  and  get  a 
large  crepe  tablespread,  12  nap- 
kins and  12  doylies,  for  25  cents. 
They  are  good  t^ualitv— made 
on  purpose  for  picnics,  all  in  sets 
to  match.  Use  them  and  leave 
them.  It  is  cheaper  than  you  can 
get  your  linen  laundered. 

We  can  give  you  100  paper 
napkins  for  loc.  for  excursion 
picnics. 

Look  in  our  show  window — 
west  side. 

Our  new  and  large  stock  of 
gilt  and  cheaper  grades  of  crepe 
paper  napkins  is  very  attractive. 
Another  stock  of  cheap  base 
balls  and  catchers'  and  fielders' 
mittens  just  received.  A  few 
more  bargains  in  Ball  Clubs  and 
Boys'  Masks,  at 


Variety  in  the 
New  Silk  Waists 

So  many  kinds  of  beauty  are 
hard  to  imagine,  until  you  see  the 
waists. 

Elaborate,  yet  tasteful. 

Simple,  but  graceful. 

Intricate  or  severe. 

And  every  model  a  new  model. 

Rich,  delicate  waists  of  silk  or 
crepe  de  Chine,  or  lace,  faultlessly 
cut  and  stitched  and  trimmed. 

You  cannot  fail  to  be  gratified. 
?5  to  523-75.     Instances  : 

At  S6.50— Of  white  crepe  de 
Chine :  *rnnt  of  fine  plaits, 
trimmed  with  taffeta  silk,  French 
knots  and  stitching  ;  full  sleeves, 
shirred,  with  deep  cuffs.  Simple 
and  effective. 

At  $7.50— Of  chiffon  taffeta,  m 
white  or  light  blue ;  front  of 
stitched  box-plaits;  waist  elabor- 
ately trimmed  with  lace  insertion. 


I  wish  I  could  write  across  the 
sky  in  letters  of  gold  the  two 
words  "  Savings  Bank.''— Rev, 
U'illuim  Marsh, 

Thrift  Series. 

**  Thrift  is  such  a  simple  thing— 
and  it  means  so  much.  It  is  the 
foundation  of  success  in  business, 
of  contentment  in  the  home,  of 
standing  in  society."  —  Russell 
Sage. 

The  foundation  of  thrift  is  a 
savings  account  at  4  per  cent, 
compound  interest. 


No.  529 


The  New 

Spring  Scarfs 

The  srarf  designers  have  left 
the  narrow  path— lliey  have  exer- 
cised their  ingenuity,  and  four 
distinctly  new  shapes  is  the  result 

the  three-fold  four-in-hand,  the 

band-bow,  cameo-bow  and  stock- 
band,  all  of  which  you  will  find 
with  us.  The  tendency  is  toward 
solid  colors  in  brilliant  shades  of 
lavender,  jacinth,  green  and 
brown.  If  the  '*  tendency  "  means 
nothing  to  you,  we  have  also  a 
representative  collection  of  the 
new  spring  designs  and  stripes. 

50c,  |i,  #1.50.  J2>  $2.50  and  $3. 


Furniture 
Repaired  and 
Re-upholstered 

The  present  is  an  opportune 
time  for  the  repairing  and  re- 
upholstering  of  furniture  for  fall 
and  winter,  and  at  no  other  time 
can  it  be  more  conveniently 
spared  than  when  you  are  awaV 
for  the  summer.  A  particular  ad- 
vantage is  that  our  shops  not  be- 
ing over-crowded  now  we  can  give 
more  time  and  careful  con.sider- 
ation  to  the  work  than  later  in  the 
season  when  people  are  returning 
home  and  want  the  work  done  at 
once. 

During  July  and  August  all 
repairing  will  be  done  at  summer 
rates,  which  are  about  20  per  cent, 
less;  and  all  furniture  will  be 
stored  until  your  return  if  you 
wish. 


No.  531 


Fancy  Full  Cream 
Cheese. 

Do  you  like  your  cheese  rnild 
or  will  you  have  it  sharp,  or  just 
so  it  "bites"  a  little?  Try  us  to- 
day and  see  how  perfectly  we'll 
please  your  cheese  taste  and  save 
you  money,  too.  Special  trial 
price  for  a  few  days  only  loc. 
alb. 


No.  532 


Custom   Tailoring 
for  Careful  Men 

Our  Custom  Tailoring  Organiza- 
tion fills  a  very  important  position 
with  a  great  many  well-dressed  and 
particular  men.  Hundreds  of 
thrifty  men  come  back  to  us  season 
after  season,  because  of  the  satis- 
factory service  they  secure  here  at 
very  moderate  cost. 

In  the  first  place,  we  have  an 
excellent  stock  of  new  Spring 
fabrics  that  can  meet  the  wishes 
and  tastes  of  practically  every  rea- 
sonable man.  We  do  careful  and 
intelligent  tailoring  ;  and  we  guar- 
antee fit  and  satisfaction  in  evei-y 
case.  The  usual  custom  tailoring 
profit  is  not  charged.  This  means 
that  a  man  can  nave  his  suit  or 
overcoat  made  to  order  at  a  com- 
paratively little  advance  on  the 
price  of  ready-made. 

We  are  making  good  business 
suits  to  order,  of  excellent  all- 
wool  cheviots  at  $20.  Better 
range  of  fabrics,  and  additional 
care  and  workmanship  at  S25  and 
$30  for  sack  suits  made  to  order — 
and  in  this  range  we  show  an 
excellent  assortment  of  very  new 
fabrics,  compv,-;ed  of  cheviots, 
homespuns  and  hard-twisted  wor- 
steds. 


Ni».  533 


Templeton  Says  : 
''Keep  Baby  Well 
This  Summer." 

In  the  first  place  get  a  sterilizer 
so  that  even'thing  you  feed  the 
baby  with  will  be  pure  and  sweet 
—free  from  the  germs  that  cause 
summer  stomach  troubles  and 
other  baby  ailments. 

A  sterilizer  does  not  cost  much 
and  will  insure  baby's  health  dur- 
ing the  hot  weather.  Your  doc- 
tor's advice  is  the  same  as  ours. 
Ask  him. 


Add  Pictures 
To  Your 

Furniture  List. 

While  furnishing  your  house 
don't  forget  the  walls.  The  pres- 
ent is  an  excellent  time  to  buy 
pictures  of  the  artistic,  but  not  too 
expensive  kind,  costing  from  5i 
to  $s;  they  make  all  the  difference 
between  a  house  and  a  home. 

Pictures  for  5i. 
(General  Description.) 

Pictures  for  51.50. 
(General  Description.) 

Pictures  for  S2. 
(General  Description.) 

Pictures  for  ^3  and  1^5. 
(General  Description.) 


No.   535 


Cut  Glass 

1000  Pieces  at  about  %  of  Regu- 
lar Prices. 

This  is  n^i*  a  clearance  nor  a  sale 
of  odds  and  ends.  Every  piece  is 
fresh  and  brand  new.  It  is  nchly 
cut  and  designs  are  handsome 
and  now  in  demand.  The  lot 
represents  a  special  assortment 
which  was  held  for  a  Western 
store,  but  the  manufacturer  could 
not  carry  the  stock  any  longer  and 
sold  out  to  us  at  a  loss.  Numer- 
ous tmiely  suggestions  will  be 
found  among  the  collection  by 
prudent  home-providers. 

Salad  or  Fruit  Bowls— S-inch 
size,  brilliantly  cut;  regularly 
5^4.50,  at  $2.95.  _ 

Nappies— 7-inch  size,  new  de- 
sign ;  regularly  $3.00,  at  Si05- 

Nappies— S-inch  size,  new  de- 
sign ;  regularly  ?4. 50,  at  $2. 'iS- 

Nappies— 5-inch  size,  regularly 
Si.75,at$i.i5.      _  .     ,     . 

Handled  Nappies— 5-inch  size  ; 
regularly  S2.00,  at  ;?i.25. 


No.  536 


Masons'  Tools 
Bags. 

Made  of  extra  heavy  white  duck 
with  inside  pockets  and  reinforced 
bottom,  leather  handles  and  fitted 
with  lock  and  key. 

18  inch  size  Si. 50. 


No.  537 


A  Rainbow  of 
Silk  Petticoats 

The  Rotunda  Balcony  looks 
like  a  silken  rainbow  now. 

Filled  with  the  beautiful  new 
silk  petticoats  in  every  true  color, 
in  every  brilliant  or  delicate  shade. 

The  styles  are  novel  and  most 
alluring.  An  exhibition  no  Uste- 
ful  woman  should  miss. 

Prices,  $5  to  ^30— These  inex- 
pensive sorts  give  an  earnest  of 
tlie  whole.  . 

At  56.75— Light  colors,  ofnch, 
dark  shades  or  black  ;  deep  ac- 
cordion plaited  flounce  trimmed 
with  gathered  ruffle  and  plaits. 

At  $7.50— New  changeable  ef- 
fects, or  solid  light  or  dark  shades 
or  black  ;  three  styles ;  graduated 
or  pointed  accordion  plaited 
flounce  trimmed  with  cording, 
ruching  or  plaits. 

At  I9— Lustrous  colors  or 
black;  deep  circular  flounce 
trimmed  with  four  full  ruches. 


200 


POWELL'S    PRACTICAL    ADVERTISER. 


Live  Soft-Shell 
Crabs    To-morrow 

We  are  promised  by  early 
morning  express,  Friday,  fine 
Soft-shell  Crabs.  They'll  be  40c. 
and  60c.  a  dozen  as  to  grading. 
We  can't  deliver  them,  but  they'll 
be  put  up  for  your  comfortable 
carrying.  They'll  be  ready  to- 
morrow morning,  barring  wrecks 
or  circumstances  beyond  our  con- 
trol. 

It  is  a  great  Food  Store;  isn't 
it? 

To-day— 

80,000  more  good  lemons  at  5c. 
a  dozen.  These  are  Messina 
lemons,  firm,  thin-skinned  and 
juicy.     None  C.  O.  D. 


The  March 
China  Sale 

Quality  and  assortment  at  their 
zenith  ! 

Prices  at  their  nadir. 

The  first  half  of  the  March 
China  Sale  is  done.  And  it 
leaves  in  its  wake  a  forceful  re- 
minder of  what  can  be  achieved 
by  deliberate,  judicious  fore-plan- 
nmg,  together  with  proper  presen- 
tation— quality,  price  and  almost 
unlimited  assortment.  We  feel 
proud  of  the  record. 

And  to-day  we  start  on  the 
homestretch — the  second  half  of 
March  with  our  counters  literally 
weighted  down  with  choice  China 
and  Glassware. 

New  Cut  Glass 

Bowls,  8-inch,  at  $2.75,  $3.50 
and  S5   each,   worth  §5,   ^6  and 

Nappies,    at    S2.50    and    $3.50 
each,  worth  $3.50  and  S5. 
Fancy  China 

Pouyat,  Chas.  Field,  Haviland, 
G.  D.  A.,  and  French  China  of 
Elite  make,  at  a  full  saving  of 
one-third. 

Salad  Plates,  at  $4  doz.,  worth 
$b. 

Fruit  Plates,  at  $3  doz.,  worth 
?6. 

Bread  and  Butter  Plates,  at  $3 
doz.,  worth  $4.50. 


Do  You  Paint? 

Is  a  question  asked  us  daily 
and  has  been  answered  in  tlie 
negative  until  our  Mr.  Stewart 
has  prevailed  on  us  to  let  him 
paint  some — he  is  an  A-i  painter. 
So  here  we  are  to  tell  you  that 
now  "  We  Paint,"  and  arc  ready 
to  estimate  on  your  woodshed  or 
your  6  or  12  room  house — grain- 
ln^   by    an    expert,    in    fact,   all 

f)aintingto  be  A-i  and  first-class — 
lest  of  Oils  and  Leads  that  money 
can  buy  are  to  be  a  feature  of  our 
painting — and  a  postal  to  us  will 
get  you  an  estimate. 


Crystal  Cafe 

Why  suffer  with  the  heat  dur- 
ing this  month  in  the  preparation 
of  your  noon-day  meal,  when  the 
fines'  meal  in  the  city  is  served 
Table  D'Hote  for  50  cents  in  the 
coolest  dining  room  in  the  State. 
Perfectly  ventilated,  bright  and 
cheerful  with  the  pleasantest  of 
surroundings. 

A  La  Carte  from  6  a.  m.  until 
midnight. 

Washington  and  Market  :  i  . 


A  Cure  for  Rental 
Worries  ! 

This  plan  gives  you  the  profit 
but  saves  you  all  the  trouble. 

Renting  houses  is  a  part  of  our 
business.  We  have  a  constant 
demand  for  houses  and  can  (and 
do)  keep  our  clients'  houses  full 
all  the  time.  We  secure  you 
prompt  collections,  prompt  settle- 
ments (same  day  if  you  like)  and 
incidentally  relieve  you  of  all  the 
details  of  taxes,  insurance,  re- 
pairs, etc.,  etc.  Get  our  figures 
on  this  service.    They  are  small. 


No.  543 


Beautiful 
Photography 

Two  Special  Pre-Easter  Offer- 
ings. 

For  to-day,  to-morrow  and  Sat- 
urday the  popular  Benedict  Stu- 
dios announce  the  two  following 
specials. 

Workmanship  that  bears  the 
mark  of  newness  and  originality. 

Only  experts  are  employed ; 
therefore  results  are  invariably 
artistic. 

12  Imperial  Carbonettes  and 
one  16x20  Black  and  White,  S3. 

12  Carbonettes  and  one  16x20 
portrait  in  water-color,  $4. 


50c.  and  75c.  Fancy 
Hosiery,  29c. 

Four  pairs  for  a  dollar.  This 
is  a  closing  out  price  that  closes 
out — don't  wait  if  you  want  a  good 
choice  of  patterns. 


Peter,  Peter, 
Pumpkin  Eater, 
Had  a  Wife 

And  couldn't  keep  her.  But  it 
was  because  she  had  to  stay  all 
day  in  a  kitchen  overheated  by  a 
coal  ninge.  If  he  had  bought 
her  a  Vulcan  Gas  Range  she  never 
wnuld  have  left  him. 

Vulcan  Gas  Ranges  render 
kitchen  work  a  joy  forever. 

Connected  ready  to  use  for 
Seven  Dollars. 


No.  546 


Leather 
Hand-Bags 

Handsome  and  serviceable 
Hags  for  women  and  girls  who 
like  to  be  in  line  with  the  newest 
and  best. 

The  most  approved  patterns. 

Companions  of  good,  sterling 
quality  that  reflect  credit  on    the 

fjossessor.       Of    walrus,     Russia 
eather,  seal,  etc. 

At  these  declines  from  our  reg- 
ular prices  : 

Hand-bags  of  genuine  walnis 
and  sea-lion,  in  black  and  brown  : 
8-inch  covered  frames  ;  hlack  and 
gray  moire  lining ;  fitted  with 
purse  and  purse  and  card-case  ; 
Vienna  handles,  gilt  and  gun- 
metal  clasps.     At  ?.^5f"',  regularly 


A  Beautiful 
Display  for 
Little  Children 

Made  to  be  admired. 

Visions  of  Washington  Square 
and  Fifth  Avenue  and  all  the 
places  where  well-dressed  little 
folks  come  out  with  the  Spring 
days  arise  in  the  mind  at  once. 

These  are  the  most  picturesque, 
perfect  blossoms  of  little  Dresses, 
Coats,  Caps  and  Bonnets  you  or 
we  have  ever  seen. 

Come,  mothers,  and  admire. 
Words  are  inadequate — but,  as 
far  as  they  go,  read: 

Babies'  "Mother  Hubbard" 
Dresses  at  $4  to  $10. 

Of  French  nainsook,  Persian 
lawn,  India  linen  and  China  silk. 
.Some  elaborately  trimmed  with 
lace  insertions  and  embroideries, 
others  hand-made  witli  drawn- 
work  and  hand-embroidery. 
Sizes  for  3  months  to  3  years. 
Baby-like  and  fine. 

Children's  Dresses  at  $3.75  to 

Of  Persian  lawn  or  China  silk, 
in  French  waist  and  guimpe  ef- 
fects; some  trimmed  with  real 
lace,  others  more  elaborate  with 
embroidery  or  lace.  Some  silk 
under-slips  in  pink  or  light  blue. 
Sizes  for  2  to  5  years.  In  every 
lonely  style. 


Domestic  Coal 

Talk  doesn't  make  good  coal, 
but  Good  Coal  makes  talk  ! 

If  you  are  interested  in  An- 
thracite Coal  for  Domestic  use, 
prepared  to  meet  the  critical  de- 
mand of  the  competent  and  care- 
ful housekeeper  we  would  be 
very  glad  to  hear  from  you.  Or 
if  you  are  not  fully  satisfied  with 
the  fuel  you  are  using,  don't  think 
that  all  coals  are  alike.  There  is 
a  demand  for  a  good  article,  and 
we  supply  that  demand. 


No.  .'->49 


Lilac  Lotion 

For  Tan,  Sunburn  and  Freck- 
les. 

It  has  a  refreshing  odor  and 
leaves  the  skin  soft  and  smooth — 
not  sticky.  Just  the  toilet  cream 
for  tourists. 


The  NewT 
Spring  Gowns 

Any  woman  can  find  a  quiet 
hour  of  enjoyment,  admiring  these 
handsome  dresses. 

Let  them  lie  their  own  witness 
for  distinction,  beauty  and  style. 
.S"fl.  flinging  fabrics  and  brilliant 
taffetas  divide  the  honors  for  first 
place. 

The  new  styles — their  variety 
and  grace — might  be  descrilied, 
though  inadequately.  But  only 
your  own  eyes  can  give  any  pic- 
ture of  the  exquisite  new  color- 
ings.    In  these: 

Voile  Dresses  at  special  prices, 
?2S,  535  and  ;?so. 

Taffeta  Suits,  tailor-made;  a 
marvelous  collection  of  these 
charming  garments,  in  every  new 
shade.     %ia  to  Sto- 

F.oliennc  and  Drap  d'ete;  new- 
est models  in  newest  shades;  very 
tine  assortment.    ^40  to  $67.50. 


Your  Machinery 
Needs 

are  quickly  supplied  here,  no 
matter  what  they  are.  If  you 
need  an  Engine  or  a  Boiler  just 
drop  us  a  line — if  it's  a  Lathe  or 
other  piece  of  heavy  machinery — 
a  Pump,  Drill,  Press,  Saw  Mifl — 
in  short,  whatever  you  find  your- 
self in  need  of  in  machinen,'  or 
mill  supply  line,  just  ask  us  for 
our  catalogue  or  pamphlet  on  the 
subject  and  we  can  soon  .satisfy 
you  of  our  competency  to  fill  your 
order  in  the  most  satisfactory 
manner.     Write  to  us. 


Fine  Lace 
Curtains   Reduced 

Rich,  beautiful  Lace  Window 
Curtains  that  impart  a  quiet, 
charming  atmosphere  to  parlor, 
library  or  bedroom. 

This  is  a  splendid  chance  for 
economical  housekeepers  to  pro- 
cure handsome  Lace  Curtains 
much  below  their  actual  worth. 
As  witness  : 

Point  d'Arabe  Lace  Curtains — 
At  $10  a  pair,  from  514.75 
At  $19.50  a  pair,  from  $20.50 
At  $37.50  a  pair,  from  $50 
Crete  Curtains — rich  colorings — 
At  $6  a  pair,  from  $8.25 
At  $7  a  pair,  from  $9.50 
At  $9  a  pair,  from  $12 
At  $12.25  ^  P^ir.  from  $16.50 


No.  .^53 


A  New  Messaore 
Each  Day — 
Watch  For  It 

High  Turn-Dnwns,  These  col- 
lars are  often  ironed  with  folds  too 
close,  so  preventing  tying  of 
cra\'ats,  which  are  frequently 
torn  in  trying  to  pull  them  into 
place. 

Forest  Process  insures  easy 
lying  of  cravats. 

'Phone  1048  or  postal  card  will 
bring  one  of  our  white  wagons. 


No.  .'»54 


Imported 
Summer  Jewelry 

Not  merely  the  conventional 
bars  and  bands  and  well-known 
designs  of  other  Summers. 

This  year  European  makers 
have  sent  to  us  inexf>ensive  Jew- 
elry in  the  7iiost  artistic  and 
novel  effects. 

Every  style  of  art  from  Pompe- 
ian  to  Art  Nouveau.  Quaint, 
chaste  and  most  attractive. 

I'nusual  in  design  and  price- 
lowness  : 

Hat  Pins,  enameled  and  fancy 
designs,  set  with  imitation  ame- 
thysts, pearls,  cr>'stals,  topaz  and 
emeralds.     25c  to  $2.75. 

Fancy  Enameled  and  Colored 
Hrooches,  25c  to  $2.50. 


No.  5Jji5 


Burglary 
Insurance 


Has  it  occurred  to  you  that  a 
\'.icalion  woidd  Iw  more  enjoy- 
able and  serene  if  you  were  in- 
sured against  Burglar\'. 

?ifi    f<<r   tine    thousand    dollars 


CYCLOPEDIA   OF    RETAIL   AND    LOCAL   ADVERTISEMENTS. 


201 


No.  550 


N4..  501 


No.  500 


No.  570 


Prince  Alberts 
Now  Ready 

Yes,  all  ready  to  put  ripht  on- 
and  just  as  smart  and  correct  as 
if  you  iiaid  a  tailor  twice  the  price 
for  tlieiu. 

In  most  cases  we  can  fit  you 
l>erfectly.  without  any  alteration; 
but  where  changes  arc  required. 
we  du  just  as  the  tailor  would— 
make  the  necessary  alterations  in 
the  most  artistic  manner. 

Superb  fabrics — beautiful  styles 
— perfect  fit  guaranteed.  See  for 
yourself  how  skillfullv  they  were 
made;  and  how  carefully  the  hand- 
work has  been  done  on  tliem. 

All  sizes  for  tall,  stout  and  reg- 
ularly proportioned  men. 

Materials,  black  thilwts.  vicu- 
nas and  unfinished  worsteds. 

Prices:  Coat  and  Waistcoat,  $20, 
$25,  $^0  and  5^5 


Pipe  Dreams 

Are  always  pleasant  when  Pre- 
eminent Clippings  from  Garnier's 
Pre-eminent  Cigars  are  in  the 
bowl.  1  have  just  received  a 
fresh  lot.  They  contain  no  dnig.s 
and  are  free  from  stems  and  dirt. 
They  are  carefully  put  up  in  five 
cent'  packages,  convenient  to 
carr>'  in  the  pocket.  If  you  have 
never  tried  them,  you  will  find 
them  superior  to  other  clippings 
and  a  very  pleasing  pipe  smoke. 


New  Gloves 

Silk  and  Suede  Lisle. 

The  new  shades  suggest  the 
Spring,  as  they  ought.  Bright, 
soft  colorings  to  match  the  new 
dress  materials. 

Some  very  tasteful  effects,  too, 
in  white  or  pongee  with  colored 
stitching. 

Altogether  a  pretty  display  for 
beauty-loving  women  to  see: 
Kayser  Silk  Gloves,  in  all  the 
new  Spring  shades  and  the  old 
favorites  that  are  always  correct, 
at  50c,  75c  and  Si  a  pair. 

In  pongee,  stitched  with  green, 
brown,  navy  blue  or  violet,  at 
Si  a  pair. 


No.  559 


25c.  Measuring 
Glass,  9c. 

Something  every  housekeeper 
should  have.  Needed  many  times 
a  day. 

A  measuring  glass  made  of 
clear  glass.  Can  be  used  for 
liquid  or  pound  measurements,  7 
inches  tall. 

Offered  to-morrow  only  for  9c. 


No.  500 


Spring  Overcoats 

For  general  use  and  for  all 
round  utility  and  acceptability  the 
medium  length  Spring  Overcoat 
has  no  superior. 

Conservative  and  dignified  in 
cut,  but  with  plenty  of  style - 
Short  enough  for  ease  in  walking; 
long  enough  to  cover  any  coat. 

Appropriate  at  any  time;  in  any 
place;  and  for  any  age.  In  Ox- 
ford and  black,  $15  to  ^35. 


Silk   Suits,   $10.00 

You  -so  often  find  advertising 
promises  more  than  stores  per- 
furm  that  you  likely  often  doubt 
the  inducement  in  a  modest,  mod- 
erate statement. 

In  that  you  may  be  wrong,  but 
we  shan't  go  into  hysterics  to 
convince  vou. 

You  will  find  it  all  out  in  time 
—maybe  too  late  for  the  particu- 
l.ir  thins:  that  may  interest  vou— 
hut  vou'U  find  it  out— and  tlien  it 
will  do  vou  good  ever  after. 

And  do  tiie  store  more  good 
than  e.\travagant  overstatement. 
Instance  :— We  made  (for  us)  a 
rather  strong  statement  of  Plain 
Black  and"  Colored  and  Neat 
Novelty  Taffeta  Silk  Shirt  Waist 
Suits  at  $10.00. 

They're  out  on  the  racks  now 
where  we  can  see  them  better. 

They  are  far,  far  better  than 
the  advertisement  even  intimated. 


No.  502 


Women's  Hats 

at  $5.  $6  and  $7 

Trimmed.  It  is  really  remark- 
z.ble— the  splendid  value  tint  is 
represented  in  these  Trimmed 
H,its  for  Women. 

They  are  reproductions  of  the 
late-^t  Parisian  models.  And  they 
look  it.  The  materials  are  fine— 
the  workmanship  the  best— the 
styles  the  newest. 

Turbans,  polos,  flares.  Wings, 
ribbons 

Worthy  nf  particular  mention 
are  the  Lingerie  Hats,  the  nov- 
elty shaped  straws — and  the 
pretty  bluets  and  new  greens. 

$5,  $b  and  %-j  each. 


No.  503 


Lettuce  Salad 

is  much  move  enjoyable  when 
made  with  our  Lucca  Olive  Oil. 
Nu  other  oil  gives  the  same  rich 
and  delicious  flavor.  We  import 
our  oil  direct,  and  can  recom- 
mend it  as  being  of  superior 
quality. 

Sold  in  S  oz.  and  i6  oz.  bottles. 

For  sale  only  by 


No.  504 


The  Little  Cost  of 
Lovely  Kimonos 

Japanese-y,  comfortable,  grace- 
ful, flowing,  light  and  beautiful 
and  cool.  Of  printed  crepe,  plain 
albatross,  fancy  challis,  or  silk  in 
solid  colors  or  covered  with  a 
pattern  of  great  flowers. 

All  have  borders  of  contrasting 
silk  and  are  shirred  in  a  pretty 
yoke  effect. 

Unusually  low  prices  : 

Of  Cotton  Crepe,  $1.50,  5i.7S. 
$2  each. 

Of  Silk,  at  $5  each. 

Of  Challis  or  Albatross,  at  ?5 
and  ^-^-■=^'-^  each. 


No.  505 


Pinks 


.  it  the  ever-popular  Daybreak 
variety,  are  bargain-priced  with 
me  this  week.  I'm  selling  12  for 
35c.  this  week;  every  blossom  a 
big  and  beautiful  one,  and  sent 
fresh  from  plant  to  buyer. 


Our  Methods  with 
Oriental  Rugs 

It  would  startle  the  crafty  deal- 
ers of  the  East  to  see  a  great  stock 
of  Oriental  Rugs  and  the  price  of 
every  piece  marked  in  plain  fig- 
ures. 

Perhaps  you  needn't  cross  the 
ocean  to  find  other  dealers  who 
would  stare  in  astonishment  to 
see  such  a  thing.  It  isn't  the  way 
Oriental  Rugs  are  usually  han- 
dled. But  it's  just  that  way  that 
has  lifted  our  Oriental  Rug  busi- 
ness from  a  very  modest  to  one  of 
the  greatest  in  the  South. 

Oriental  Rugs  as  a  rule  come  to 
tliis  country  in  great  bales.  Then 
tliey  are  sorted  by  people  who 
knovv  every  feature  of  value  about 
them.  The  commoner  kinds  and 
the  poorei  qualities—any  Rug  that 
is  below  grade- is  tossed  aside  for 
auction  sale,  and  even  then  the 
prices  are  generally  limited.  If 
you  are  not  wise  in  these  things 
you  may  be  most  woefully  deceived 
by  buying  at  random. 

"We'handle  Oriental  Rugs  as  we 
handle  any  other  merchandise. 
Buying  in  the  very  heart  of  the 
home  of  these  art  treasures  we 
secure  the  least  possible  price  and 
sell  them  correspondingly. 

No  Atlantian  need  go  to  New 
York  to  see  a  first-class  assort- 
ment of  Oriental  Rugs.  Precisely 
that  is  what  may  be  seen  here— 
and  prices  have  taken  an  extra 
tempting  turn,  for  every  one  of 
them  has  been  reduced. 


No.  507 


Tailor-Made  Suits 
For  Girls — at  %20 

A  newcomer  to  our  already  ex- 
tensive assortment  of  Tailor-made 
Suits  for  girls  of  14  to  iS  years. 

These  new  Spring  Suits  are 
made  of  imported  fabrics— refined, 
mannish.  And  exquisitely  tail- 
ored. Distinctive,  well-bred, 
gentlewomanly  suits — these. 

Double-breasted,  fitted  coat; 
coUarless  effect,  with  trimming  of 
braid.  Lined  with  taffeta  silk. 
Plaited  skirt. 

?2o-worth,  conservatively, 
$27.50. 


No.  568 


The  Union 
Savings  Bank 

Frick  Building,  Pittsburg. 

"  Money,  Hke  fire,  is  an  excel- 
lent servant,  but  a  terrible  mas- 
ter." 

Thrift  Series. 

'•  Provided  he  has  some  ability 
and  good  sense  to  start  with,  is 
thrifty  and  honest,  there  is  no  rea- 
son why  any  young  man  should 
not  attain  so-called  success."— 
Philip  D.  Armour. 

This  bank  encourages  thrift  by 
paying  4  per  cent,  comjiound  in- 
terest. 


No.  569 


Flowered  Ribbons 

25c.  A  YARD,  WORTH  MORE 
Beautiful  Ribbons  for  sashes 
and  trimmings,  in  an  alloyer  de- 
sign on  white  grounds  with  col- 
ored edges  of  light  blue,  tur- 
quoise, pink,  mais,  violet  and 
cardinal. 

3^4   in.  wide.    Very  handsome. 
At  25c.  a  yard,  worth  one-third 
more. 


We  Want  You   to 
See  the  $4  Shoes 

Women's  shoes  at  $4  are  not 
lUKommon.  Such  shoes  as  these 
for  $4  have  never  before  been 
seen.  We  have  covered  every 
point  of  comfort  and  utility,  se- 
cured every  grace  of  style.  You 
can  pay  any  price  you  like,  but 
you  cannot  outdo  these  shoes  in 
style  and  workmanship. 

Another  point— there  are  35  dis- 
tinct designs  to  select  from.  You 
can  choose  whatever  leather  you 
like  best,— vici  kid,  box  calf, 
Velour  calf  dull  chrome  kid, 
Ideal  patent  kid,  French  enamel. 
All  the  correct  toe  styles  and  heel 
shapes  are  included  in  the  line,  of 
course. 

We  want  to  emphasize  one 
style  in  particular— made  of  vici 
kid.  laced  or  buttoned,  medium 
round  toe,  kid  top,  light  weight, 
welted  sole,  extension  edge,  mili- 
tary heel  ;  very  dressy.  Price 
$4.00. 


Hand 

Embroidered 

Waist  Patterns 

Hardaneer  Embioidei-y.  The 
rich,  dignified  stvle  tliat  happened 
in  N'ordland— Norway,  Denmark 
and  Sweden  originated  it.  But 
America  has  followed  close. 

No  more  excellent  example  can 
be  found  than  these  handsome 
Handmade  Patterns— allover  em- 
broidered front,  collars  and  cuffs, 
with  zH  yards  of  plain   material. 

SiS  A  PATTERN— 
a   very   moderate  cost  for  hand- 
embroidery.     Material   is  canvas 
weave,  made  in  England. 


Xo.  573 


$2  Straw  Hats 
at  50  Cents 

Hasn't  been  a  very  good  season 
for  straws  — too  little  straw- 
weather.  Fortunately  our  stock 
is  more  choice  than  large— we  will 
not  have  to  accept  a  very  great 
loss  to  close  out  all  we  have  left. 

Not  going  to  waste  much  time 
nor  effort— going  to  give  you  your 
choice  of  any  hat  in  the  house  at 
50c.  Some  sold  regularly  at  $i  .00, 
some  at  $1.50,  $2.ooupto  J3.00. 
It  makes  no  difference  now  what 
they  are  worth— pay  us  50c.  and 
you  will  be  directed  to  the  stock 
and  allowed  to  make  your  own 
choice. 

You  can  now  afford  a  straw 
whether  you  really  need  one  or 
not.     Better  hurry. 


No.  5~3 


The  "Cecil"  at  $3 

In  our  Men's  Hat  Store  to-day, 
we  submit  the  "Cecil"— the  latest 
Wanamaker  Hat  for  Spring. 

Neither  conservative  nor  ultra 
—  a  happy  mean.  There's  some- 
tliing  elusive  about  it.  It  has 
style,  and  it  has  an  uncommon 
appearance,  It  gives  distinction 
to  tlie  wearer. 

The  "Cecil"  has  a  personality. 
The  brim  is  a  variation  of  the 
D'Orsay  curl,  rather  flat-set.  All 
crown-heights,  and  brim-widths. 

For  young  men .  for  men  not  so 
young,  and  for  men  not  so  old. 

The  "Cecil"— $3  each. 


202 


POWELL'S    PRACTICAL   ADVERTISER. 


No.  574 


No.   583 


What  We  Do 

We  gjind  and  hone  Razors  for 
the  same  price  that  others  ask  for 
honing  alone. 

We  grind  Shears,  Scissors. 
Knives,  Axes.  Sickles,  Scythes, 
and  all  edge  tools. 

We  fix  Knives  and  Forks  so 
they  won't  pull  out  from  the  han- 
dles. 

We  put  on  Razor  Handles. 
15  cents. 

We  mend  Umbrellas  and  repair 
Lamps. 

We  do  Brass  Work,  Forging, 
Brazing,  and  all  kinds  of  Bicycle 
Repainng. 

We  vulca:iize  Sulky  and  Bicycle 
Tires  when  punctured,  and  make 
them  as  good  as  new. 

We  re-steel  and  point  Picks ; 
we  sharpen  Drills. 

We  want  your  business ;  we 
deserve  it ;  we'll  work  for  it. 

F.  A.  StroLit  has  charge  of  our 
machine  shop.  He's  the  riglit 
man  in  the  right  place. 

We're  still  running  our  fully 
equipped  shoe  repair  factory  at 
this  place. 


Smart  New 
Covert  Coats 
at  $10 

The  price  is  an  insignificant 
one,  and  yet.  by  reason  of  the 
enormous  orders  we  give  this 
manufacturer,  we  were  able  to  se- 
cure coats  of  the  style  and  char- 
acter fully  equal  to  the  garments 
selling  ordinarily  for  twice  their 
price. 

The  secret  of  the  beauty  of  the 
Coats  is  that  we  secured  the 
model  from  one  of  the  famous 
English  tailors  in  the  Rue  Scribe, 
Paris;  but  by  making  the  coats  in 
unusually  large  quantities,  we 
have  been  able  to  get  the  price 
down  to  this  low  point  without 
sacrificing  the  beauty  of  the  effect. 

It  is  one  of  the  best  coat  offer- 
ings we  have  ever  made.    Jio. 


Bank  by  Mail 

We  have  a  patented  system  of 
conducting  the  business  of  bank- 
ing by  mail,  applicable  to  both 
savings  and  checking  account.s. 
It  is  easier  and  simpler  to  bank 
with  us  by  mail  than  to  go  to  a 
bank  in  person.  By  our  system 
your  account  is  automatically 
checked  and  you  have  a  complete 
statement  each  time  you  deposit 
or  draw  money.  Vour  account 
in  our  bank  i.s  not  subject  to  the 
examination  of  your  tax  assessor. 

4  per  cent,  on  savings  deposits. 
2J4  per  cent,  on  checking  ac- 
counts. 


English 
Cutaway  Suits 
For  Men 

These  smart  suits  are  made  of 
fine,  new  fabrics,  in  neat  worsted 
effects,  including  gray  diagonals 
and  checks.  They  are  the  mo.st 
stylish  walking  suits  that  the 
well-dressed  man  can  wear.  They 
are  made  up  in  faultless  fashion. 
Prices  ;f25  to  1^35  a  suit. 

We  are  also  showing  a  fine  as- 
sortment of  double-breasted  Sack 
Suijs  of  stylish  worsteds,  at  $18 
to  $2$  a  suit. 


A  Great  Display 
of  Check  Suitings 

It  is  a  season  of  Check  Suitings 
— both  Shepherd  and  Fancy 
Checks.  We  knew  it  was  going 
to  be.  Expert  attention  for  many 
years  gives  us  a  sort  of  prophetic 
power.  And  we  arranged  vast 
purchases  before  the  price  of  wool 
began  to  rise. 

Result — tke  tnosi  varied  and 
exhaustiz'e  shtnving  0/  Check 
Suitings  under  one  roof  any- 
ivhere;  and  at  the  io-west  prices. 

Shepherd's  Check  Suitings,  at 
50c.  to  $1  a  yard, 

Check  Suitings  in  Panama 
weave,  50c.  to  $1.25  a  yard. 

Check  Mohair  .Suitings,  fancy 
effects,  Sgc.  to  $1.50  a  yard. 

All  the  approved  and  novel 
styles  and  colors. 


Your  Vacation  Is 
Coming  ? 

What  will  you  do  with  your 
siKerware,  jewelry  and  other' val- 
uables when  you  go  away  .'' 

Why  not  leave  them  with  us  for 
safe  keeping? 

We  rent  Safe  Deposit  Boxes 
f(ir  ^4  per  year  and  up. 

Trunks  and  packages  stored  at 
reasonable  rales. 


Girls*  Covert 
Jackets 

$6,  worth  $8.50. 

First,  they  are  of  covert  cloth. 
And  covert  will  be  worn  this  sea- 
son by  girls  as  well  as  women. 
And  it  will  be  worn  largely. 
Splendid  material,  and  service- 
able withal — it  well  deserves  its 
popularity. 

Then,  there  are  stylish  Jackets, 
shapely,  handsomely  made. 

Collarless  effect,  with  trimming 
of  braid.  Double-breasted  front, 
fitted  back  with  stitched  straps. 
Lined  with  satin. 

For  girls  of  14  to  18  years.  $6, 
worth  ;jS.5o. 


A  Pineapple 
Bargain 

Fine,  sound,  ripe  pineapples, 
easily  worth  loc.  each,  special 
Friday  and  Saturday,  7c.  each, 
75c.  dozen.  Get  them  for  can- 
ning while  this  low  price  prevails. 

iSc.  a  dozen  for  nice  juicy 
lemons  is  another  Friday  and 
Saturday  special. 


Carnation  Plants 
Three  for  loc. 

Tlicse  Carnations  have  been 
properly  started,  and  are  all  ready 
to  set  out,  for  bloom  in  a  few 
weeks.  There  arc  three  plants  in 
a  bundle,  assorted  as  follows  : 

Mrs,  Thomas  I.awson,  pink  ; 
American,  red;  Quetn  Louise, 
while.     Three  for  icc. 


Hair  Mattresses 

The  best  hair  is  from  the  wild 
horses  of  South  America  and 
Mexico,  and  comes  to  this  coun- 
try in  huge  bales. 

It  is  picked  apart,  cleaned  and 
made  into  any  kind  of  ticking  you 
want. 

The  longest  hair  is  best — and 
black  is  better  than  white — it's 
just  as  clean  and  hasn't  had  the 
life  taken  out  of  it  by  bleaching- 

The  mixer  hair  is  shorter  horse 
hair  mixed  with  other  sorts — just 
as  clean,  perhaps  just  as  comfort- 
able as  the  other,  but  doesn't 
wear  so  long  without  doing  over. 

But  after  all,  it  depends  on  your 
need — if  you  want  it  for  long,  pay 
as  much  as  you  can;  if  for  the 
present  the  cheaper  will  do.  We 
have  them  for  critics  up  to  545. 

We'll  make  the  kinds  specified 
below  to  your  order,  and  will  send 
a  man  to  your  home  to  take 
measurements,  if  you  live  inside 
the  city. 

Twelve  grades  of  hair;  30  pat- 
terns of  ticking;  three  styles  of 
making,  one  or  two  lengths. 

Buymg  a  lot  of  good  hair  at  less 
than  usual,  permits  the  price 
saving  in  the  mattresses. 

?i5  for  the  "Queen  Louise," 
weighing  40  pounds,  and  filled 
with  pure  horse  hair. 

$18  for  a  better  quality  of  hair. 

522  for  a  still  better  one. 

S26  buys  the  best  black  hair. 

?2S  is  asked  for  the  best  white 
hair. 


Remnants  of 
White  Waistinofs 

AT  ONE-THIRD  OFF. 

Many  of  our  lines  of  figured 
and  plain  goods  have  become 
broken— the  result  is  this  offer- 
ing. 

Absolutely  new  goods  this  sea- 
son. Perhaps  a  little  mussed  or 
soiled  on  the  edge  from  handling. 

At  one-third  off  the  regular 
price. 


Wear  Spex  ? 

or  think  you  need  them? 

Our  New  Optical  Department 
is  in  charge  of  an  experienced 
scientific  optician,  who  will  ex- 
amine your  eyes  free  of  charge 
and  advise  you  as  to  the  course  to 
jtursue — whether  to  get  glasses  or 
not,  or  give  your  eyes  a  rest,  or 
undergo  treatment. 

We  don't  treat  eyes — just  test 
them  and  fit  glasses  when  needed. 

Nose  Glasses,  55c  to  the  finest, 
all  under  usual  prices. 

Spectacles,  40c.  up. 

Gold  Filled  Eye  Glasses,  $1.75. 

Solid  (iold,  ?3.5o. 

Don't  wear  uncomfortable  de- 
vices that  hurt  or  won't  stay  tm. 
when  there's  so  many  sorts  to 
choose  from — and  surely  one  that 
fits  your  nose  right. 

Comfor  and  security  without 
apprehension. 


Spring  Tonic 
Now  in  Order 

Now  is  the  time  to  take  meas- 
ures against  blood  disorders. 

Use  Patton's  Sarsaparilla  Com- 
pound, the  best  blood  purifier  and 
spring  tonic  extant. 

Sample  bottle  free. 

City  Drug  Store. 


Save  $10  on 
Your  Overcoat 

The  difference  between  S25  and 
the  price  a  merchant  tailur  must 
charge  you  for  this  kind  of  suit  or 
overcoat,  you  can  credit  to  the 
account  of  your  common  sense- 
it's  Sio  certainly,  probably  $15. 

Go  over  these  garments  point 
by  point— the  material,  the  stylish 
lines,  the  "lay"  of  the  collar, 
the  careful  stitching,  the  excelU-tit 
lining  -and  you'll  decide  to  save 
that  amount  tliis  Easter. 

At  this  price  we  offer  1,000 
suits  and  overcoats — suits  in  fine 
plain  grays,  checks  and  stripes, 
blue  serges  and  black  thibets,  in 
straight  front  single  or  double- 
breasted  models— topcoats  in  cov- 
erts or  fancy  cheviots  and  crav- 
enettes  in  plain  gray  and  neat 
stripes. 

Choice  $25. 


Make  Your  Home 
More  Attractive 

Nothing  will  do  it  so  well  or  so 
cheaply  as  tasteful  Pictures  nicely 
framed,  and  they  need  not  be  ex- 
pensive either.    The  right  kind  of 

PICTURE  FRAMES 
add  much  to  the  attractiveness  of 
the  Picture.  We  always  study  to 
give  the  right  kind  suitable  for 
each  subject,  and  do  tlie  work  at 
the  lowest  possible  price. 


A  Breakfast 
You'll  Relish 

While  tlie  family  is  away  break- 
fast with  us.  You'll  enjoy  tlie 
change  and  enjoy  the  food. 

Club  Breakfasts,  25c.  30c 
and  35c. 


Coal 


Kitchen  Range,  Hoi-Air  Fur- 
nace, Hot-Water  Heater. 

Good  for  50c. 

This  coupon  and  $4.50  will  en- 
title the  hearer  to  one  ton  best 
tjuality  lump  coal.  Most  eco- 
niimical,  and  will  give  more  heat 
than  any  other  kind  of  coal.  No 
dirt,  slate,  clinkers — no  ashes. 
Suitable  for  latrol)cs. 


4559  Died 

Without 

Family  Provision 

Here  in  Allegheny  County— an 
unusually  ricli  community — out  of 
5,164  adults  who  died  last  year, 
only  230  left  estates  of  more  ih.m 
?i, 000,  and  4559  left  no  estate  at 

This  is  a  strong  argument  in 
f.iviir  of  Life  Assunince,  for  in  no 
(itliL-r  way  can  the  average  man 
m.ike  adequate  provision  for  his 
family. 

An  Equitable  Policy,  in  event 
of  your  death,  assures  immediate 
means  for  your  family  or  for  the 
protection  of  your  business  inter- 
ests and  makes  sure  provision  for 
you.  own  later  years  if  you  live. 


CYCLOPEDIA  OF  RETAIL   AND  LOCAL   ADVERTISEMENTS. 


203 


No.  593 


No.  597 


No.  607 


Hand  and  Glove 
With  Fashion 

Women's  Gloves.  The  new- 
shades  to  matcli  the  favored  dress 
go<.ds  : 

Princess  ^^ay  Glace  Two-clasp 
Gloves,  in  all  the  new  shades  of 
lan,  mode,  beaver,  mahogany, 
gray,  blown,  navy  blue,  reseda, 
black  and  while.     #i  a  pair. 

Princess  IM.^y  Suede  Gloves, 
tliree-clasp,  in  all  the  new  Spring 
shades,  and  black  and  white.  $i 
a  pair. 

Elbow-length  Silk  Gloves,  in 
blue,  pink,  red,  tan,  mode,  Nile 
green,  black  and  white.  $i  a  p;\ir. 

The  new  Kayser  Double- 
tipped  Silk  Gloves,  in  all  the  new 
street  shades,  and  black  and 
white.     50C.,  75c.,  $1  a  pair. 


No.  593 


A  Good  Time 
To  Buy  a  Good 
Time-Piece 

I  have  just  received  a  lot  of 
new  Watches  which  are  worth 
your  seeing — probably  the  most 
interesting  assortment  that  ever 
came  to  Clark. 

I  never  saw  handsomer  styles; 
and  as  I  bought  them  at  a  dis- 
count for  cash,  I  mean  to  sell 
them  at  pleasing  prices.  If  you 
need  a  watch  1  can  fit  your  taste 
and  your  purse  right  now. 

Come  in  and  talk  it  over. 


L 


No.  594 


Smart  Shoes 

for  the  Smart  Set 

A  snappy,  distinctive  shape  for 
dress  wear,  wliicli  appeals  to  all 
careful  dressers;  drop  toe— flat 
last;  patent  leather,  black  and 
tan  Russia;  price  five  dollars. 


No.  595 


All  Wool  Serge 
At  75c.  Worth  $1 

Every  manufacturer  of  serge 
seeks  to  secure  the  Clay  weave 
which  made  this  English  maker 
famous  in  the  production  of  men's 
fabrics. 

One  of  the  concerns  that  is 
most  nearly  successful  in  securing 
the  weave  and  wearing  qualities 
of  this  famous  serge,  made  this 
particular  lot  whicn  we  are  now 
selling  at  75c.  a  yard. 

These  serges  are  46  inches  wide , 
in  three  shades  of  .lavy  blue,  four 
shades  of  brown,  and  black.  It 
is  regular  $1  quality,  but  a  favor- 
able purchase  enables  us  to  sell  it 
at  75c.  a  yard. 


Stop  That  Wheeze 

It's  killing  you.  Perhaps  you'll 
smile  at  that  unless  you  have  a 
bad  case  of  Asthma.  But  Asth- 
ma is  but  a  forerunner  of  con- 
sumption unless  it's  stopped. 
Potter's  Asthma  Cure  is  a  scien- 
tific combination  of  remedies  that 
never  fail  to  produce  relief. 

Price  2SC. 


The  Sarnoff  Hat 

After  ".April  showers"  leave 
them  blacker  than  ever. 

After  tlie  warm  sun  of  early 
Spring  show  up  the  Browns  in  all 
t  li  e  i  r  shimmering  shades  of 
beauty. 

Then  ynu  realize,  that  not  only 
is  a  Sarnoff  Hat  vastly  superior 
as  to  smartness  and  style,  but, 
that  it  is  absolutely  equal  in  qual- 
ity to  the  "  agency"  hats  for 
which  you  are  asked  to  pay  from 
a  dollar  ctr  two  more. 

The  Hat  for  every  man.    $2. 


No.  598 


Don't  Disturb 
Yourself 

An  extension  set  at  your  elbow 
will  save  you  jumping  up  and 
down  to  answer  the  telephone  — 
one  dollar  a  month  on  most 
classes  of  service — ask  about  it. 


No.  599 


Pine  Pole  Kitchen 

The  unprecedented  success  of 
the  Pine  Pole  Kitchen  as  a 
medium  for  the  serving  of  open- 
air  meals,  lunclies,  ice  cream  and 
cake,  convinces  that  we  are  filling 
a  long-felt  want. 

The  fact  that  hosts  of  people 
have  already  partaken  of  our 
dainty  lunches,  amid  nature's 
most  beautif-il  environs,  speaks 
more  eloquently  than  words,  that 
this  is  an  ideal  spot  for  those 
seeking  a  day's  outing,  away  from 
the  turmoil  and  dust  of  the  city, 
or  for  those  seeking  a  change 
from  the  monotonous  routine  of 
a  hotel  or  boarding  house. 

Special  arrangements  made  for 
serving  hotel  parties. 


No.  600 


Checked  Mohair 

Outline  checks  and  solid  checks 
are  having  a  close  race.  The  last 
were  always  pets  until  late  this 
spring,  but  now  some  people  have 
the  idea  that  outline  checks  look 
lighter  and  cooler  and  the  trouble 
is  on. 

Blue-and-green  checks  are  very 
fashionable.  In  most  of  the  others 
there  is  some  white,  which  stands 
like  a  policeman  to  separate  the 
blocks  of  blue,  brown,  black, 
green  or  gray. 

50c.  to  $1.50  a  yard.  Put  into 
suits  or  gowns  they  are  as  quiet 
and  distinguished,  yet  have  as 
much  swing  as  a  woman  can  want. 


Some   Home   Bar- 
gains in  George- 
town for  Thrifty 
Colored  People 

S200  cash  —  balance  monthly 
will  buy  any  one  of  these  homes: 

1513  26th  St.,  water  and  sewer- 
age, Si, too.  3315  R-  St.,  6  rooms, 
for  $1,500.  1S12  34th  St.,  water 
and  sewerage,  Si. 300.  1606  33d 
St.,  brick  $1,600.  3207  Grace  st., 
7r.,  water  and  sewerage,  ^1.500. 
3230  Grace   st.,  6  rooms  $1,300. 


Stained  Hands 

resulting  from  exposure  to  fruit 
acids  vvjien  preserving,  canning, 
etc.,  mav  be  avoided  by  wearing 
"AGN()TA"  Rubber  Gloves. 
Once  used  always  worn  by  ho  ise- 
workers  who  desire  beautiful 
hands.  Price,  per  pair,  $t. 
Rubber  Bath  Mats,  $1.35. 


Saving  Softens 
the  Pillow 

There  is  better  sleep  by  night 
and  better  cheer  by  day  in  tlie 
family  whose  head  has  a  savings 
account. 

We  receive  savings  deposits, 
we  assure  saving  people  a  pleas- 
ant reception,  and  we  pay  them 
3  per  cent. 


No.  604 


Model  Homes 
on  Monthly 
Payments 

We  build  according  to  your 
own  plan.  Fifty  plans  furnished 
free.  We  give  a  warranty  deed 
and  take  an  installment  mortgage 
on  easy  monthly  payments. 
Prizes  given  for  prettiest  yard. 
Flowers,  lights,  special  police 
protection  furnished  free.  Lots 
in  best  part  of  city  with  every 
improvement  and  good  neighbors 
assured. 


Men's  Topcoats 
for  Easter 

If  it's  cold— and  it  seems  likely 
to  be— a  topcoat  will  be  a  neces- 
sity. Be  ready  for  emergencies. 
Cool  or  not,  topcoats  will  be  worn 
on  Sunday  Get  in  style  for  pres- 
ent wear.  You'll  want  the  coat 
for  vacation  time,  anyway. 

Fine  variety  for  men  of  correct 
dress  ideas. 

SS.50  to  $25. 

Raincoats  same  prices. 


No.  GOG 


Sale  of 

Men's  Trousers 

This  offering  is  broad  enough 
to  meet  the  wishes  of  practically 
every  man  wlio  wants  to  freshen 
up  his  summer  suit  with  a  new 
pair  of  trousers.  If  you  have  a 
black  or  blue  serge  or  thibet 
suit,  here  are  trousers  to  go  with 
them  in  the  same  fabrics.  And 
if  you  wish  a  variety,  here  are 
striped  worsted  trousers,  as  well 
as  the  light-colored  outing 
trousers.  All  are  very  materially 
reduced  in  price  to-day.  There 
are  ample  quantities,  making  good 
variety  to  choose  from.  Inese 
three  groups  : 

Two  hundred  pairs  of  Men  s 
Striped  Worsted  Trousers,  our 
regular  Ss  kinds,  at  $3.50  a  pair. 

Two  hundred  pairs  of  Black 
and  Blue  Thibet  and  Serge 
Trousers,  left  over  from  suits;  a 
good  $5  value,  at  $2.50  a  pair. 

Men's  Outing  Trousers  of  light- 
colored  homespuns;  ^4  and  $$ 
kinds,  at  #3.50  a  pair. 


To  Whom  It 
May  Concern 

Know  ye,  that  by  the  Payment 
of  Three  Hundred  and  Seventy- 
Five  Dollars  {;J375)  and  in  com- 
pliance with  the  laws  of  tlie  State 
of  Ohio  and  City  of  Youngstown, 
I  am  permitted  to  retail  intoxi- 
cating liquors  at  my  place,  114 
East  Federal  Street.  To  the 
wife  who  has  a  drunkard  for  a 
husband,  or  a  friend  who  is  un- 
fortunately dissipated,  I  say  em- 
phatically, give  me  notice  in  per- 
son of  such  case,  or  cases,  in 
which  you  are  interested,  and  all 
such  shall  be  excluded  from 
drinking  at  my  bar.  Let  mothers, 
fathers,  sisters  and  brothers  do 
likewise  and  their  requests  shall 
be  regarded.  I  pay  a  heavy  tax 
for  the  privilege  of  selling  liquors, 
and  want  it  distmctly  understood 
that  we  have  no  desire  to  sell  to 
drunkards  or  minors,  or  to  the 
poor  or  destitute.  I  prefer  that 
they  save  their  money  and  put  it 
where  it  will  do  the  most  good  to 
their  families.  There  are  men  of 
honor  and  men  of  money  who  can 
afford  it,  and  it  is  with  these  I 
desire  to  trade.  I  would  say  to 
those  who  wish  to  trade  with  me, 
and  can  afford  it,  come  and  you 
will  be  treated  in  a  courteous  and 
gentlemanly  manner,  and  furnish- 
ed the  purest  of  liquors. 


No.  G08 


Soft  Shell 
Crabs 

THE  CONNOISSEUR'S 
DELIGHT 

Served  in  our  own  excellent 
style  on  warm,  crisp  toast,  with 
the  celebrated  tartare  sauce ;  a 
dish  to  tempt  any  one  and  fit  for 
a  king. 

Fifty  cents  a  portion  of  three 
crabs,  any  day. 


No.  G09 


Good  Milk 
and  Cream  are  delightfully 

Cooling 

AND 

Refreshing 

IN 

Hot  Weather 

Healthful  and  nutritious,  too,  and 
verv  cheap  considering  their  high 
fuod  value.  But  they  must  be 
good  and  above  suspicion. 

PURITY  products  meet  every 
condition.  They  are  enjoyed  by 
every  member  of  the  family.  A 
meal  is  not  complete  without 
them.  Call  the  PURITY  wagon 
or  'phone  the  dairy,  712J. 


No.  610 


Ironing  Day 

That's  the  day  the  Gas  Range 
proves  its  superiority !  Ironing 
isn't  half  the  work,  with  no  red- 
hot  stove,  no  overheated  kitchen. 

A  single  gas  flame  heats  three 
irons  with  small  expense  and 
great  comfort,  if  you  use  the  No. 
2  Sad  Iron  Heater  sold  by  dealers 
and  by  this  Company.    Price  30c. 

Single  Oven  Ranges,  S9.75' 
$10.50.  Double  Oven  Ranges, 
S12.50  and  up.  Independent 
Water  Heaters,  $6.75  and  up. 

Connected  free  along  the  Imes 
of  our  mains. 

For  sale  by  dealers  and  by 


204 


POWELL'S    PRACTICAL   ADVERTISER. 


No.  611 


Strange  how  some  people  keep 
on  putting  their  money  in  specu- 
lations. 

And  it's  money  they've  worked 
hard  for,  too,  and  taken  time  to 
save. 

Far  better  had  they  bought 
^ood  Cias  Bonds — money  safe  and 
income  sure. 

We'd  like  to  tell  you  why. 


No.  61S 


Let  Us  do 
Your  Papering 

Many  of  our  customers  are  those 
who  have  been  accustomed  to  pay- 
ing fancy  prices  for  their  work. 
Now  it  is  different.  They  pay  a 
price  that  is  within  the  reach  of 
all,  and  at  the  same  time  get  more 
saiisfaciion. 

Why  not  be  numbered  with  our 
contented  customers  ? 


No.  613 


Our  Trunk   Store 

It's  a  store — not  a  side  issue. 
It's  a  store  that  does  so  mucli 
business  that  it  demands  the 
nuist  careful  consideration  and 
care  from  our  buyers. 

You  can't  buy  a  shoddy  trunk 
here — none  here  to  sell.  We 
liave  cheap  trunks — as  little  priced 
as  ?2.75 — but  they  are  not  shoddy. 

'I'lie  best  low-priced  trunk  you 
will  find  anywhere  is  here.  It's 
our  "Detroit  Special" — costs  you 
from  $5  to  ?7.5o — cost  depends 
on  how  large  or  small  a  size  you 
need.  It  is  linen  lined  inside — 
canvas  outside  with  enough  bands 
to  make  it  reliable  —  has  two 
heavy  leather  straps  and  the  locks 
and  bumpers  are  of  brass. 

This  "Detroit"  is  but  an  in- 
stance. We  have  as  good  as  you 
will  want — anywhere  in  price  up 
to  S^o  each. 

(iood  selection  of  steamer 
trunks— §3  to  $15.  We  can  cite 
you  to  many  trunks  from  here 
that  have  toured  Europe  and 
conie  home  as  sound  as  when  they 
started. 

We  have  a  three-quarter  size 
trunk  that  is  popular.  It  is  larger 
than  a  steamer — not  so  large  as  a 
regular  trunk.  Prices  ^y-jo  to 
^15.  Exactly  suited  to  the  needs 
of  many. 


No.  014 


Pure 
White  Lead 

While  Lead  is  an  easy  mark  for 
the  adulterator. 

Your  protection  lies  in  the  brand 
on  the  keg. 

"  Red  Seal"  is  100  per  cent 
pure.  Buy  it  yourself  or  insist 
upon  your  [>ainter  using  it. 

Sold  by  all  reputable  dealers. 


Dysentery 


The  general  prevalence  of 
Dysentery  or  summer  complaint 
has  created  an  enormous  demand 
for  that  best  of  all  remedies — 
Chas.  Kraemer's  Ca  I  if  or  n  i,i 
Klackberrv  Brandy. 

A  useful  and  wholesome  astrin- 
gent tliat  is  prescnbed  with  great 
success  by  Washington's  leading 
pliysicians.  It  is  Absoluttlv  Pure. 
40c.  pt.,     75c  qt. 


Spring  Suits  and 
Top-Coats 
for  Men 

Ready  for  senice. 

$15,  J2o.  $25. 

Ihe  greatest  factor  in  the  devel- 
opementofa  busines.s  is  compe- 
tition with  i/sc//'-~lhe  constant 
exertion  of  all  its  power  and 
strength  to  raise  its  standard. 
With  what  we  have  done  we  are 
content,  ever,  but  satisfied,  never. 
If  we  were,  our  new  series  of 
Spring  Suits  and  Top  Coats  at 
tifteen,  twenty  and  twenty-five 
dollars  would  fail  in  its  purpose. 
We  are  ready  with  quite  a  com- 
l)rehensive  and  diversified  series 
of  models,  distinctive  in  character 
and  style. 

Sack  Suits — Single  and  dovible- 
breasted  models,  of  worsteds, 
cheviots,  twills,  cassimeres,  serges 
and  thibets  in  both  rough  and 
smooth  surface  weaves,  in  all  the 
new  shades  of  gray  and  brown 
mixtures,  self  over-plaids  and 
broken  checks.     ^15,  $20.  525. 

Top  Coats — In  the  new  32,  34, 
41  and  extreme  box  models,  pad- 
docks, paletots  and  tourist  coats 
of  covert,  whipcords,  twills  and 
cheviot  in  the  ver>'  shades  and 
designs  with  which  the  exclusive 
tailor-men  pride  themselves.  ?i5, 
%2o,  S25, 


Soft  and  Cotton 
Top  Mattresses, 

%2  to  $5 

Not  Mattresses  carelessly  made. 
Not  filled  wiih  trash,  but  made 
the  best  we  know  how.  r>urable 
ticking.  Clean  filling  inside  where 
you  can't  see.  Filled  and  tufted 
and  bound  just  as  they  should  he. 
Come  and  let  us  show  you  how 
good  a  mattress  can  be  for  $2  to  ^5. 


'*  Wunderhoox  " 
Make  Shoes 
Easily  Laced 

Women  who  have  been  jealous 
of  the  ease  with  which  men  could 
lace  their  shoes,  are  able  to-day 
to  share  this  comfort.  The  hooks 
used  on  men's  shoes  have  been 
found  impracticable  for  women's 
shoes,  because  the  skirts  are  con- 
stantly catching  in  them.  The 
inventor  of  "Wunderhoox"  has 
overcome  this  difficulty,  and  pro- 
duced hooks  in  which  the  laces 
provide  a  perfect  fender  for  the 
skirts,  making  it  impossible  for 
ilicm  to  catch  in  the  liooks. 


On 


ce  in  a 


Wh 


lie 


(luring  six  months  out  of  every 
year  it  is  safe  to  predict  that  in 
this  locality  the  Kasl  and  West 
Winds  will  "  trip  the  light  fantas- 
tic "  to  the  accompaniment  of  all 
things  movable  and  many  that 
would  supposedly  "stand  tied.  " 
One  thin^  we  know  will  not  join 
in  the  spirit  of  the  occasion,  and 
dnes  not  begin  to  get  busy  until 
the  music  has  ceased,  and  that  is 
a  Tornado  Policy  in  the  Spring- 
field Fire  and  Marine,  the  first 
company  to  write  this  class  of  risk 
and  the  first  to  offer  suffering 
liiiniaTiity  a  means  of  replacing 
■  the  Old  Home  as  it  u.scd  to  be.'* 


No.  623 


Quarter-Size 
Colars 

Even  now  in  the  sleepy  season, 
we're  wideawake  with  clothing, 
furnishings,  hats  and  shoes  for 
men  and  boys  alive  to  good  things. 

For  instance,  we've  collars  in 
quarter  sizes  for  tlie  comfort  uf 
that  half  of  mankind  whose  necks 
don't  grow  in  even  half  inch 
jumps. 

All  popular  brands. 


Talks  By  the  Wise 
Little  Man 

He  says  it  is  curious,  when  you 
think  about  it,  how  many  plamly 
visible  things  we  don't  see  till 
some  other  fellow  has  seen  'em, 
and  how  at  least  eleven  men  can 
develop  aline  brand  of  hindsight 
to  the  one  whose  foresiglit  is 
alu'ays  in  working  order. 

Applying  this  observation  to  his 
talks  about  real  estate,  the  W.  I.. 
M.  says  it  ought  to  be  so  plain  as 
to  need  no  argument  that  long 
before  the  Pennsylvania  Railroad 
finishes  that  North  River-Cross 
Town-East  River-Queens  Bor- 
ough Tunnel  system  (next  to  tlie 
Panama  Canal,  the  most  wonder- 
ful project  of  modern  times),  there 
will  be  an  increase  in  land  values 
in  the  Eastwood  section  of  Jama- 
ica such  as  to  make  dizzy  those 
who  with  open  eyes  are  now  un- 
able to  see. 

Could  fill  a  column  or  more,  he 
says,  with  sure  enough  reasons  for 
his  opinion  that  EASTWOOD  is 
to-day  absolutely  the  best  real 
estate  proposition  either  for  homes 
or  for  investment  that  has  ever 
been  offered  to  New  Yorkers. 
But  advertising  space  is  mighty 
expensive,  and,  of  course,  we 
can't  get  the  Editor  to  tell  our 
advertising  story  in  the  news  col- 
umn— even  though  it's  the  best 
kind  of  news,  all  right.  Hence, 
we've  got  to  ask  people  to  look  at 
EASTWOOD  for  themselves  or 
to  send  for  the  Little  Book, 

Eastwood  is  restricted  and  has 
perfect  macadam  roads,  cement 
walks,  sewers,  water,  gas,  electric 
lights,  and  beauty  of  location,  till- 
ing every  requirement  of  the  most 
fastidious  hcmeseeker.  Above  all 
is  the  supreme  fact  that  Eastwood 
is  soon  going  to  be  within  20  min- 
utes of  that  wonderful  Manhattan 
Depot  of  the  Pennsylvania  Rail- 
road, which  is  now  building  west 
of  Herald  Square.  Get  a  little 
foresight  at  work  and  think  what 
all  this  means. 


No.  633 


We  Rent 
New  Pianos 

We  are  renting  new  pianos  in 
many  of  the  Ijest  homes  in  this 
city. 

In  renting  a  piano  from  us  you  ' 
have  access  to  one  of  the  largest 
slocks  and  greatest  variety  in  this 
city  from  which  to  make  a  select- 
itin. 

Yoj  can  rent  a  piano  from  us  as 
cheaply  as  from  those  who  cannot 
offer  the  advantage  of  this  stock 
and  variety. 

We  make  no  charge  for  tuning 
rented  pianos.  We  move  the 
instrument  one  way  free,  and  in 
tile  event  you  conclude  to  buy  the 
piano,  or  any  other  in  our  stork, 
we  allow  rent  to  apply  on  the  pur- 
chase price. 

Splendid  selections  may  Ix:  hnd 
novv. 


The  Beauty  of 
L.  R.  Corsets 

L.  R.  Corsets  help  the  dress- 
maker, by  accentuating  all  the 
best  lines  of  the  figure,  and  only 
the  best  lines.  That  is  because  of 
the  peculiar  pliancy  that  lets  the 
corset  adjust  itself  to  you,  without 
losing  its  own  distinctive  style. 

Makes  the  dress  fit  better. 
Makes  the  wearer  more  comfort- 
able— therefore  more  graceful. 
And  wears  well  on  acquaintance. 
New  models  for  Spring — to  suit 
all  figures. 

At  5i — Handsome  straight-front 
Corsets,  for  the  average  long- 
waist  figure;  made  of  fine  batiste. 

At  S2— Reliable,  well-fitting, 
and  most  comfortable,  giving  free- 
dom to  bust  and  hips ;  made  of 
white  batiste. 


Women's 

World's  Fair 

Oxfords 

They  have  rubber  heels. 

Heretofore  it  was  necessary'  to 
buy  oxfords  with  leather  heels, 
detach  them  and  attach  the  heel 
of  rubber. 

A  bright  shoemaker  said: 
"  Why  not  put  the  rubber  heel  on 
when  making  the  shoe?"  Cer- 
l-iinly. 

Rather  think  we're  the  first  to 
show  rubber  heels  on  oxfords 
from  stock,  and  also  rather  think 
women  will  appreciate  the  fact. 

Rubber  heeled  shoes  are  highly 
favored  by  women  of  sloutish 
build,  and  there's  no  denying 
they  are  delightfully  comfortable 
for  any  woman  who  tramps  over- 
much. 

This  oxford  with  rubber  heel  is 
made  of  dongola  kid.  with  tip  of 
same,  neat  full  toe.  medium 
weight,  welted  sole.  Sizes  3  to  7, 
widths  A  to  E. 

The  price  is  $3-00. 


Art  Squares, 
Under- Price 

Hundreds  of  housekeepei"s  are 
thinking  about  the  floors  of  Sum- 
mer houses,  and  will  be  glad  to 
secure  these  attractive  coverings, 
either  to  go  directly  on  the  floor 
or  over  a  matting. 

They  are  woven  in  one  solid 
piece,  in  a  \-ariety  of  patterns,  in 
sizes  and  prices  as  follows  : 

2J4  X  3  yards,  $3. 75,  worth  $5.75. 

3x3  yards.  ?.|.5o,  worth  ^i.-;^. 

3x4  yards,  5t>,  worth  5g. 

.^  X  5  yards,  ?7.5o.  worth  $11.25. 

.(  X  4  yards,  58,  worth  #12. 

4x5  yards,  ;>io,  worth  5i5. 

iVIso  some  other  Squares,  odd 
either  in  size  or  design,  a  third 
under- price. 


No.  6'iG 


Rubber  Gloves  for 
IVeserving,  etc. 

$1  a  pair.  These  gloves  are  a 
convenience  and  protectivin  you'll 
appreciate,  particularly  wlien  pre- 
serving, canning,  gardening,  etc 
They  protect  the  iiands,  prevent 
staining,  etc.  Durable  and  per- 
fect-fitting.    5i  per  pair. 

Ladies'  Ilatliing  Cips,    35c.  up. 


CYCLOPEDIA    OF    RETAIL   AND    LOCAL   ADVERTISEMENTS. 


205 


Xo.  632 


Nf..  C37 


No.    641 


New 

Sweet  Potatoes 

Nice  fat  clumks  that  will  uonk 
as  yellnw  as  gold;  serve  with 
green  corn,  iced  cucumbers  and 
tomatoes  and  you  won't  miss 
meat  at  alL 

Oo  cents  the  peck. 

Ahout  the  stove — No  advance 
vet  with  the  price  of  Meridale 
iDried  Ueef.  which  in  the  midst  of 
the  greatest  using  time  of  the 
year,  means  doubling  our  usual 
sales,  30  cents  the  pound. 

Block  Island  Codhsh  that  are 
small,  short,  thick,  white  and 
meaty,  10  cents  the  pound. 


Good  Painting 
and  Decorating 

Commands  admiration. 

It's  a  sign  of  economy  and  good 
judgment.  We  use  only  the  best 
of  paints  for  outside  as  well  as  in- 
side painting,  and  guarantee  to  put 
it  on  riglit. 

No  matter  if  you  have  a  palace 
or  only  an  auto  house,  our  work 
and  prices  will  speak  for  them- 
selves. 


Satisfying  Beer 

It  is  a  Beer  with  a  "Want 
More"  taste. 

One  that  you  can  adopt  for 
home  use  with  a  feeling  that  it  is 
the  best. 

It  don't  cause  biliousness  like 
beers  with  less  age  and  care  in  the 
brew. 

Purity — why  there's  no  purer 
beer  made — can't  be. 

Don't  take  a  substitute,  get  F. 
K.  X.  L. 


N«>.  fiSO 


Extra  Markers 
To  Fill  In 

You  may  have  had  a  death  in 
your  family  since  your  ninnunit-nt 
was  erected.  It  is  your  inlentinn 
to  have  a  marker  set  and  the  in- 
scription placed  on  the  memorial. 
Other  things  have  prevented. 
You  have  failed  to  get  at  it.  We 
can  make  a  marker  to  match  any 
monument  with  our  Pneumatic 
Hammers. 

We  can  do  it  at  very  small  ex- 
pense. It  perhaps  will  not  cost 
as  much  as  you  anticipate.  Wrile 
us  a  postal  and  we'll  have  some- 
one call  to  talk  it  over. 


Chocolate 
Easter  Eggs 

IOC  to  ;?i.5o. 

Gfind  to  look  at.  Better  to  eat. 
Couriers  of  joy  to  the  little  folks. 

We  are  prepared  to  ornament 
these  Chocolate  Eggs  and  other 
liaster  chocolate  novelties  with 
ymirnameorany  decoration  you 
desire,  without  extm  charge,  while 
you  wait. 

Also  will  fill  and  tie  with  prett>' 
ribbon,  free  of  charge,  all  Easter 
novelties,  if  so  desired. 

Cream  and  Jelly  Eggs,  for  fill- 
ing, at  15c  and  25c  a  pound. 


The  Beer 
That  Satisfies 

In  the  P.rewiug  of  Fehr's  Beer 
ihc  rich  and  nutty  flavor  of  the 
ripe  grain  is  singularly  retained. 

This  rarc-ly  delightful  tiavor, 
the  rich  amber  color,  and  the  glor- 
iuus,  sparkling,  snapping,  creamy 
foam  all  please  the  eye  and  palate 
and  dwell  pleasantly  in  one's 
inenuiry.    $1  pcrcaseof  twodo/,tn. 


"  I  Know 
Nothing  About  a 
Refrigerator  " 

Scores  of  women  tell  us  that 
every  day. 

Some  refrigerator  makers  bank 
on  this  ignorance. 

Do  not  depend  upon  the  name 
of  a  refrigerator,  unless  you  know 
the  record  back  of  the  name. 

The  "  Eddy  "  and  "  Puritan  " 
refrigerators  and  ice  chests  have  a 
selling  record  in  this  store  reach- 
ing back  15  and  20  years ;  in 
cliarge  of  them  a  man  who  can 
give  you  any  refrigerator  infor- 
mation you  want.  We  do  all  we 
c.in  to  give  you  honest,  whole- 
home  means  of  preserving  food. 

Puritan  refrigerators — 100  lbs. 
ice,  $25  ;  40  lbs.  ice,  $14  ;  15°  ^^s. 
ice,  S2S.25  ;  50  lbs.  iccj  $16.75  5 
200  lbs.  ice,  $32.50. 

Puritan  ice  chests— 30  lbs.  ice, 
$''.50;  100  lbs.  ice,  ^10,25  ;  50  lbs. 
ice,  ?S;  150  lbs.  ice,  $12.75. 

Eddy  ice  chests — 50  lbs.  ice, 
.f  11.25  ;  25  lbs.  ice,  $6  ■  75  lbs.  ice, 
$12.75;  35  lbs.  ice,  $8.50  ;  loolbs. 
ice,  Si4-5o;  40  lbs.  ice,  $10,25; 
150  lbs.  ice,  $17-50- 


No.  634 


Linen  Suitings 

At  iSc  a  yard,  worth  £$€. 

These  attractive  fabrics  are 
woven  in  Ireland,  and  are  in 
jiretty  mixtures  of  colors  and 
white. 

They  are  just  the  proper  weight 
for  Spring  and  Summer  suitings, 
and  will  be  most  effective  when 
made  up  with  white  braid. 

They  are  in  mixtures  of  light 
blue,  pink,  green,  red  with  white, 
30  and  36  inches  wide.  The  reg- 
ular 25c  quality  at  18c  a  yard. 


This  Is  the  Day 
For  a   Hammock 

There  is  nothing  to  hinder  you 
from  buying— the  weather  is  rtglit 
—the  prices  are  just  what  you  ex- 
pect to  pay — the  patterns  that  vou 
will  see  are  just  what  you  ha\e 
always  wished  for.  No  line  like 
ours,  the  Palmer  Hammocks  for 
;?7-5o,  ,'i'7.oo.  #''1.50,  .S6.25and  from 
that  to  as  little,  each,  as  $1.25. 


An  Easter 
Derby,  $: 


Your  hat  must  be  just  as  correct 
as  the  rest  of  your  attire  on 
E.isierDny. 

Here's  the  very  newest  mode! — 
well  up  in  the  front  rank  of  derby 
f.irhions. 

As  for  quality,  it  will  pass  mus- 
ter with  any  $3'hat  in  town. 


Easter  Corsets 

Every  woman  owes  it  to  herself 
to  wear  the  right  corset.  This 
season,  the  fashionable  corset, 
and  the  woman  who  wears  il. 
iiave  lx;en  remodeled,  or  as  tlu- 
dressmakers  would  say,  have  been 
taken  in  at  some  places  and  Id 
(lilt  at  others.  The  changes  nu- 
small  indeed:  but  having  been 
made  intelligently,  have  worked 
wonders. 

The  waist  is  noticeably  longer 
a-id  is  of  smaller  circumference, 
the  bust  is  noticeably  higher,  and 
ih^  hips  are  more  rounded.  The 
straight  front  is  maintained. 

The  best  of  these  new  corsets, 
as  a  trial  will  prove  to  you.  are 
the  W.  E.  Nuform  Corsets:  ?i 
and  Si. 50. 


No.  638 


Install  the  Light 
of  Satisfaction 

There's  no  use  illuminating  your 
residence  with  an  artificial  light 
that  throws  out  heat,  making  your 
rooms  still  warmer,  and  never 
giving  an  even  light,  nor  by  a 
light  ^that  throws  out  nauseating 
odor — use  Electric  Lights  in  eveiy 
room — the  light  of  satisfaction — 
the  light  that  once  used,  is  always 
used. 


No.    639 


Odd  Pairs  of 
Lace  Curtains 
Half  Price 

This  is  an  offering  of  Eace 
Curtains  in  one  and  two  pairs  of  a 
kind.  You  will  certainly  find  the 
style  you  wish  among  them,  as  all 
are  perfectly  correct  and  represent 
a  great  number  of  lines.  Irish 
Point.  Ruffled  Bobbinet,  Ruf- 
flijd  Swiss.  Cable  Net,  Arabian 
and  Renaissance,  together  with  a 
snlendid  assortment  of  tine  nov- 
elty curtains. 

Nevertheless,  they  are  small 
lots— not  over  two  pairs  alike— 
wtiich  we  are  always  anxious  to 
sell,  as  is  manifest  in  the  price 
to-day  :  One-half  what  they  sell 
f  0  r  regularly.  Former  prices 
$1.50  to  $10.00  pair;  this  sale 
75c.  to  $5.00  pair. 

Regular  lines  of  Late  Curtains 
also  offer  rare  buying-chances 
this  week. 


Oh,  For 

A  Surf  Bath  ! 

We  have  the  things  which  make 
it  jmssihle  and  practically  biiiigs 
I  he  sea  shore  home  to  you,  where 
•  ou  can  enjoy  the  exhilarating 
Salt  P.ath  without  leaving  the 
litv.  A  5  POUND  BOX  OF 
MERMAID  SEA  SALT  FOR 

We  also  cairy  bath  tablets, 
bathing  caps,  bath  and  toilet 
joaps,  hath  brushes,  bath  mats, 
etc.,  and  at  prices  about  one-half 
what  you  have  usually  paid.  Sec 
our  window  display  of  this  line. 
l)on't  forget  that  this  is  the  only 
drug  store'in  the  city  that  gives 
an  automobile  ticket  with  each 
50c.  purchase.  Our  minute  mes- 
senger service  will  carry  your 
^  Killest  order  to  any  patt  of  the 
city  without  extra  cost. 


Ask  to  See 
These  To-day 

Ask  to  see  the  line  of  exquis- 
itely designed  Crystal,  Floral  and 
( M)ld  decorated  Lemonade  Sets 
Ih.it  we  are  offering  at  75c.  These 
srts  consist  of  Pitcher,  Six  Glasses 
;ind  Tray. 

Ask  to  see  the  cute  and  iiretty 
"Pig"  Savings  Banks.  They 
will  make  the  youngsters  scream 
with  delight  and  cost  only  5c.  and 
loc.  each. 

Ask  to  see  the  line  of  Crystal 
Cologne  Bottles  which  we  are 
(.losing  out  for  6c.  each.  These 
are  elaborate  affairs,  and  have  a 
pretty    Filigree    Silvered   Top  — 

we've  sold  them  right  along  at 

25c.  each. 

Ask  to  see  the  China  Ice  Cream 

THshes  which  are  now  going  at 

40c.   per   set   of    six.     These   are 

beauties— Floral— Gold— and     all 

that  sort  of  thing. 

Ask  to  see  the  very  new  line  of 

Umbrella    Stands— they're   going 

.IS  low  as  $2>  each. 


Who  Pays 
For  It? 

Ever  notice  when  your  coal  bin 
is  nearly  empty  what  a  lot  of  dirt 
iliere  was  when  you  got  to  the 
bottom  of  the  coal  ?  Ever  notice 
when  coal  was  put  into  the  bin 
what  a  lot  x>i  dirt  there  was  on 
top  of  it?  All  counted  in  the 
"  weigh."  Ever  think  who  pays 
for  it? 

Moral — Buy  "  our  coal  "  and 
keep  the  dirt  out  of  the  coal  bin 
and  more  money  in  your  own 
purse.  Every  lump  of  "  our 
coal  "  is  a  lump  of  heat— no  dirt, 
no  waste.  One  trial  makes  a  per- 
m  a  n  e  n  t  customer.  Telephone 
(My-2.     Prompt  delivery. 


We're 
Upholsterers 

We've  been  so  busy  in  our  up- 
holstering department  that  we 
have  not  called  it  to  your  atten- 
tion during  the  spring  months. 
We  are  cleaning  up  back  orders 
and  will  be  in  a  position  to  meet 
your  needs  promptly  in  the  fu- 
ture. 

It's  our  business  to  make  your 
old  furniture  look  like  new,  to  be 
like  new,  or  better,  for  many  an 
old  frame  is  better  than  the  ones 
uiade  nowadavs. 

We  have  an  expert  cabinet 
worker  and  finisher  on  antique 
iiirniture.  How  about  your  hair 
ni^ttresi?  We  will  make  it  over 
and  return  the  same  day.  Esti- 
mates flee. 


If  This  Catches 
Your  Eye 

And  you  will  spend  ten  minute; 
in  our  beautiful  Plumbing  and 
Lighting  Show  Rooms,  "  the 
nncstinthc  Southwest,"  you  will 
s;;e  something  vou  never  saw  be- 
fore. Houston  is  progressing, 
and  we  are  keeping  upwiUi  her 
lirogress.  Don't  take  our  word 
fur  it.     Come  in  and  see. 

50  new  stvles  of  Gas  and  Elec- 
tric Globes'just  in.     15c.  to  51.50. 

Five  bath  rooms  complete. 

150  stvles  of  Lighting  fix- 
tures. 50c.  to  $75-  3P"  candle 
power  Welsbach  Gas  Lights. 


206 


POWELL'S    PRACTICAL  ADVERTISER. 


No.  645 


Xo.  64i) 


Who  Wins  ? 

The  race  is  not  ahx-ays  to  the 
swift  and  discretion  in  financial 
matters  is  the  better  part  of  valor. 

Abnormally  high  rates  of  inter- 
est mean  abnormally  large  risks — 
invariably. 

Safety  is  the  first  and  greatest 
consideration. 

Ours  is  a  National  Bank  with  a 
savings  department.  Savings  de- 
posited with  us  are  absolutely  se- 
cure— safer  than  they  would  be  in 
any  other  place  outside  the  Treas- 
ury at  Washington. 

Every  year  we  add  3  per  cent, 
interest  to  your  deposits. 

This  3  per  cent.,  with  absolute 
safety  assured,  represents  the  best 
form  of  investment  in  the  world. 

Your  savings  should  be  placed 
with  us  without  delay.  If  out  of 
town,  bank  by  mail.  We  will 
send  you,  free,  full  details  of  our 
method  of  banking. 

One  dollar  or  more  will  open 
an  account  with  us. 

Do  it  now. 


No.  646 

Don't 

Cuss  and 

Make 

a  Fuss 

Life's    too    short— the  remedy 
too  cheap.     An    Extension   Tele- 

phone is  what  you  need-  you  can 
count  by  the  hundreds  the  steps 
it'll  save. 

You  are  a  business  man.     It's 

a   business 
month. 

proposition. 

$1.00  a 

Gas  Toasters 

19  Cents  To-night 

The   latest   improved  and  best 

fas  toaster  made.  Nothing  to 
reak,  all  steel. 

Will  Toast  5  Slices  at  Once. 
Makes  them  nice  and  brown. 
Does  it  quickly.  Produces  the 
finest  toast,  the  most  of  it  and  in 
the  .shortest  time. 

Can  be  used  on  Gas.  Gasoline, 
or  Rlue  Flame  Oil  Stoves. 

It  does  excellent  work  on  any 
of  them.  If  you  want  one  come 
to-night. 

If  you  cannot  get  one  to-night 
we'll  give  you  another  chance  on 
discount  day. 

July  13  and  14,  Wednesday  and 
Thursday. 

These  toasters  sell  for  35  cents 
in  many  cities.  We  let  you  have 
them  on  these  days  at  only  19 
cents. 


A  Great 

Little  Smoke 

A  smoke  for  the  odd  minutes, 
the  short  walk  or  the  short  wait; 
for  all  occasions,  indoors  or  out, 
when  there  isn't  time  or  inclina- 
tion for  a  full,  heavy  cigar. 

It  differs  from  n  ten-cent 
straight  clear  Havana  cigar  only 
in  size. 

Every  smoker  recognizes  the 
convenience  and  economy  of  tlie 
"short  smoke."  Few  have  found 
a  short  smnke  that  satisfies  them. 
These  "Minuets"  both  save  an cl 
s;itisfy.  They  save  more  than 
their  cost  in  half-smoked  cigars 
and  please  even  the  most  exact- 
ing, Havana-trained  taste. 

10  for  25  cents. 


Thermometers 
That  You 
Can  Swear  By 

You  will  get  much  satisfaction 
this  summer  by  having  a  ther- 
mometer near  by  that  will  tell 
you  exactly  how  hot — or  how  cool 
It  is. 

We  have  a  complete  assort- 
ment of  thermometers  in  several 
styles,  reliable  ones  that  you  can 
swear  by. 

Some  are  designed  especially 
for  outdoor,  others  for  indoor  use. 
Some  have  a  barometer  attach- 
ment that  warns  you  in  advance 
of  weather  changes. 

Prices  25c.  Upward. 


Business  Suits 
at  Popular  Prices 

There  is  a  smart,  handsome 
character  to  our  Clothing  that 
.ippeals  to  every  man  who  exam- 
ines it.  Yet,  with  it  all,  the 
showing  of  suits  at  the  popular 
jirices  meets  the  wishes  of  the 
most  economical  men.  Nowhere 
else  can  such  style  and  character 
be  secured  in  Men's  Business 
Suits  at  our  prices. 

At  $15  — Single-breasted  Sack 
Suits  of  fancy  worsted  ;  in  neat 
gray  effects.  The  most  service- 
able fabric  made  for  business  wear 

At  $16.50 -Single-b  r  e  a  s  te  d 
Sack  Suits  of  fancy  worsteds  and 
cheviots,  in  a  large  variety  of  pat- 
terns. 

At  $iS— Double  and  single- 
Iireasted  Sack  Suits  of  fancy 
worsteds  and  cheviots;  stylish 
and    serviceable. 


What  Is  Gas? 

It  is  not  Air. 

It's  ordinar>'  Coal  with  the  Dirt. 
Ashes  and  Smnke  taken  out  by 
the  Gas  Company. 

It's  Hard,  Heavy  Coal,  the 
kind  you  pack  up-stalrs  in 
buckets,  with  the  Weight  and 
Work  taken  out. 

It's  Coal,  not  delivered  in  your 
back  yard,  but  delivered  through 
a  small  pipe  right  into  your  Gas 
Range  in  the  kitchen. 

It's  Coal,  which  makes  cooking 
a  drudgery,  with  the  Drudgery 
tnken  out. 

It's  refined  Coal,  with  every- 
tliing  taken  out  but  the  Heat,  the 
one  thing  you  want,  and  under 
your  cooking,   where  vou  want  it. 

And  more  than  that.  Gas  is 
Coal,  with  a  part  of  the  Price 
taken  out. 

Such  is  Gas — the  most  unique 
cooking  convenience  of  the 
Twentieth  Century 

Are  you  wide  awake  to  all  its 
advantages? 


Open  an  Account 
With  Us  To-day 

The  first  step  in  business  is  tn 
m.ikc  money,  the  second  is  to  de- 
posit it  where  you  don't  have  to 
worry  abtuit  it's  safety. 

We  point  with  pride  to  our 
assets,  they're  all  clean  and  avail- 
able. 

Every  legitimate  Banking 
Courtesy  we  extend  to  our  de- 
positors. 

Your  account  we  solicit. 


No  Fuss 
No  Fuming 

and  no  mosquitoes  with  the  Dixie 
Bar  Frame.  When  you  let  the 
Dixie  down  it  stays  there.  You 
don't  wake  up  with  the  bar  twist- 
ed between  your  toes  and  the 
mosquitoes  getting  in  their  work. 
It's  the  only  bar  frame  that  gives 
entire  satisfiiction.     ?i.3o. 


Stetson's  Hats 
For  Men 

His  hobby  is  the  flexible  con- 
forming derby.  Those  who  have 
known  its  comfort  never  wonder 
why.  Those  who  haven't  we 
would  have  know  that  it  is  the 
the  lightest  derby  made  and  will 
of  its  own  accord  conform  to  any 
shaped  head.     $3  50. 

The  cleverest  hat  which  Stetson 
has  designed  is  a  high  crown  ,  flat 
brim  derby  for  young  men.  Black 
or  cedar.    Ours  exclusively,  ?3-5o. 

Stetson  won  his  spurs  with  his 
soft  hats-  We  never  knew  a  hat- 
man  who  could  make  a  soft  hat 
as  soft  as  Stetson's. 

Conservative  Alpine  and  rakish 
models  in  nutria,  tan,  brown, 
pearl  or  black.    $3.50  to  $12.00. 


Take  a  Kodak 
Along;  Bring  Your 
Outing  Home 

Kodaks  for  vacations;  for 
single-day  or  half-day  outings; 
the  most  compact  and  convenient 
of  cameras. 

Folding  kodaks,  §6  to  ^65. 

Brownie  Cameras,  $1  and  $2. 

No.  2  bull's-eye,  $8. 


He  Who  Saves 
Is  He  Who  Wins 

He  will  be  ready  when  oppor- 
tunity offers  or  trouble  comes, 
wiiile  the  other  man  will  have 
nothing  with  which  to  work  or 
protect  himself. 

The  greatest  help  known  to 
savings  depositors  in  this  stat-"  is 
our  home  savings  bank  and  tiie 
interest  we  pay  on  all  deposits. 
4%  percent.  ($1  opens  an  ac- 
count). 


No.  0.-.7 


Carpets  Really 
Cleaned 

Not  simply  a  small  part  of  the 
dust  jioundftl  out,  but  thoroughly 
renovated  and  made  clean  and 
sweet.  No  one  can  do  such  work 
as  we  do  with  any  kind  of  a  car- 
pet beater  in  the  back  yard.  Our 
work  is  perfect,  and  is  so  ac- 
knowledged by  all  who  have 
given  us  a  trial  Let  us  scikI  our 
wagon  to  your  house  and  carry 
your  carpets  away.  We'll  bring 
tlu-Mi  back  in  fine  condition. 

We  also  weave  carpets  to  order 
and  make  rugs  out  of  old  carpets, 
rugs  of  any  size,  and  which  are 
most  serviceable. 


Porch    Weather — 

take  time  to  enjoy  it.  An  after 
dinner  nap  or  a  placid  summer 
evening  in  one  of  our  big,  wide- 
armed  rockers  brings  rest  to  mind 
and  body. 

Still  Some  of  those  close-woven 
rattan  chairs  with  polished  maple 
frames.  Beauties!  the  porch 
rocker  at  its  best,  $2.  ?3,  ?3.5o. 
Reed  rockers  in  a  dozen  graceful 
shapes,  turned  out  in  the  famous 
Wakefield  style,  $1.75  to  $S, 

Two  chair  maple  swings.  Sf>.oo. 
Adjustable — ready  for  a  nap  or  a 
chat. 

We're   fixed   for    hot   weather. 

Atl-    V.Kl? 


Fur  Storage 

There  is  great  risk  in  attempt- 
ing to  care  for  fur  garments  at 
home.  Not  only  the  moths,  hut 
fire,  dust  and  burglars  are  to  be 
considered. 

We  protect  you  from  all  these 
dangers,  and  the  storage  cost  is 
small.  A  postal  card  request  will 
bring  our  wagon  to  relieve  you  of 
the  responsibility  for  the  Sum- 
mer. 


Pay  a  Little  At 
A  Time 

Don 't  put  the  wedding  off; 
don't  wait  to  get  rich. 

Many  of  the  happiest  homes  in 
Elizabeth  are  now  being  paid  for 
on  our  little-at-a-time  payment 
plan. 

Leap  year  wedding  couples  are 
urged  to  come  and  talk  it  over. 
Special  inducements  for  com- 
plete  outfits. 

Figure  it  out  this  way: 

?5o  worth  of  furniture,  #5  down. 
Si  a  week.  ?ioo  worth  of  furni- 
ture, 5io  down.  SI150  worth  of 
furniture.  ;?i5  dowTi. 

The  cost  to  furnish  three  r<)oms 
^'"h   four  rooms  ^5,  five  rooms 


Makes  No  Differ- 
ence to  the  Blind 

what  we  say  about  matters  optic- 
al, but  how  about  yours«lf  ? 

No  use  in  going  blind  if  appro- 
priate glasses  secured  now  will 
save  your  sight.  Concerned  about 
your  eyes?  See  us  and  see  longer. 
Kye  aids  of  every  description  at 
your  service  here. 

53  00  glasses  for  $  t  .00. 

Eves  examined  free. 


Shoes  YouMl  Like 

You'll  like  them  for  smart 
looks  first;  you'll  like  thcni  as 
long  as  you  wear  them,  for  the 
way  they  keep  their  good  looks. 
You'll  like  the  long  wear  you  get 
out  of  them,  and,  of  course,  you'll 
like  the  easy  prices. 

Men's  shoes  at  ;?2.5o. 

As  pood  as  the  average  $^.50 
shoe;  in  fact,  is  the  usual  53-50 
shoe  of  other  stores.  Your  choice 
of  half  a  dozen  kinds  to  choose 
from  in  the  shapes  that  fit  the 
loot  and  the  eye. 


CYCLOPEDIA   OF    RETAIL   AND    LOCAL   ADVERTISEMENTS. 


207 


No.  (iT3 


No.  fi78 


Belle  Mead 
Sweets 

It  will  make  yorr  moiitli  water 
to  lift  the  cover  from  a  box  ami 
see  how  daintily  they  are  assorted 
and  packed. 

We  guarantee  every  ounce  to  W 
absolutely  pure.  ^iake  it  ymir 
next  order  fur  candy. 


A  Tailor 


Can  do  very  little  Tailoring, 
and  yet  be  called  a  tailor,  even 
called  a  good  tailor. 

He  can  take  a  lot  of  measure- 
ments (some  of  them  for  effect) ; 
then,  when  you're  gone,  he'll  get 
out  his  regular  patterns  (ready- 
made  patterns),  and  say  to  himself, 
"  I'll  just  ease  this  a  bit  at  the 
shoulders  and  take  it  in  at  the 
waist." 

We  don't  call  that  tailoring, 
although  many  a  tailor,  who  does 
that, gets  more  for  his  clothes  than 
we  do. 

What  we  call  Tailoring  is  to 
have  a  cutter  measure  you,  design 
a  suit  for  you,  and  for  you  alone  ; 
cut  the  cloth  ;  superintend  the 
making  ;  fit  and  alter  ;  be  respon- 
sible to  us  for  the  work  from 
beginning  to  end. 

And  all  with  the  help  and  advice 
of  our  head  man.  who  has  been 
in  the  business  almost  forever. 

Suits  $20  to  ^(x). 


Boys'  Easter 
Clothes 

Perfect  in  pattern  and  faultless 
in  finish,  our  nobby  suits  fur 
young  men  of  15  to  20  will  yield 
the  maximum  of  comfort  and 
wear;  single  or  double-breasted, 
in  new  grays  and  browns,  blue 
and  black  serges  and  cheviots; 
specially  good  value  at  $12.50  and 
$15  00. 

Boys'  and  girls'  wash  suits  that 
look  right,  give  satisfaction  in 
every  pari,  and  best  results  in  the 
w^ishing;  sailors.  Buster  Browns, 
Etnns,  Russians  and  kills.  Im- 
mense variety,  $2  to  $10. 


Going  to  Spend 
Your  Vacation  at 
the  Seashore  or  in 
the  Woods? 

If  vou  are  going  to  camp  out 
you'll  find  our  Army  Cots  just 
the  thing.  Easy  to  lie  on,  easy 
to  set  up  and  folds  compactly. 
Even  if  you're  not  thinking  about 
going  away  it's  a  good  tiling  to 
nave  about  the  house  for  an 
emergency.     Price  here  ?2,25, 


No.  667 


Safety  Vaults 

The  Safe  Deposit  Vaults  art* 
the  only  place  of  absolute  security 
for  important  papers. 

Do  not  for  a  day  take  the  risk 
of  your  house  burning  down  and 
losing  the  title  to  your  property. 

Boxes  are  as  low  as  50c  a 
month. 


Discard  That 
Old  Derby 

You  can  count  on  the  quality  of 
our  hats  being  ahead  of  that  of 
;iny  other  house  — at  the  same  fig- 
ure. Rap  at  the  door  of  some- 
imdy  who  wears  our  hats  and 
listen  to  what  he  says. 

A  good  liat  can  be  bought  as 
low  as  $2.  The  Knox  high  hat 
(sold  exclusively  here),  $8. 

You've  seen  men,  perhaps,  who 
Iiave  a  strange  faculty  of  making 
themselves  agreeable  to  all  sorts 
of  persons.  That's  our  Hat  Store. 
We  have  so  many  different 
shapes,  sizes,  styles  and  qualities 
that  we  doubt  if  a  solitary  man  in 
all  Philadelphia  can  come  here 
and  leave  with  his  old  hat. 


No.  66!) 


To-morrow  Is 
Washday 

If  he  doesn't  wish  you  to  be 
tired  and  out  of  sorts  when  he 
gets  home  from  work  to-morrow 
night,  but  wants  you  to  be  able 
to  meet  him  with  a  rested  look 
and  a  smile,  tell  him  to  buy  you 
line  of  those  Paragon  Washers, 
It  saves  all  of  that  rubbing  and 
hack  straining.  Just  put  the 
clothes  in  the  washer,  sit  down, 
read  a  book,  turn  the  crank  and 
Uie  machine  does  the  rest.  Call 
and  we  will  show  you  how  easy  it 
does  the  work. 


No.  670 


Oxford  Weather 

Its  high  time  to  discard  your 
heavy  shoes  and  give  your  feet  a 
summer  home  in  a  pair  of  comfort- 
able Oxfords. 

No  slipping  at  the  heels  or  gap- 
ping at  the  sides  about  our  Ox- 
fords.     Prices  range  from  ^3  to 

■*5-  .    , 

Take  a  peep  at  our  wmdow . 


Here's  the  Style 

in  Sticks 

at  Little  Prices 

Weiclisel  and  Partridge  wood, 
with  neat  silver  trimmings  ;  value 
50c.,  at  25c. 

P'ine  partridge,  in  different 
shapes,  trimmed  with  sterling  sil- 
ver ;  value  5-1.25,  at  75c. 

Bamboo,  partridge,  malacca, 
etched  wood,  either  plain  or  ster- 
ling silver  trimmed  ;  value  $2.75, 
at  $1,45. 


Save  Your 
Eyesight 

If  you  neglect  to  care  for  your 
eyes  while  young  you  are  apt  to 
suffer  some  severe  consequences 
later. 

If  your  eyes  are  weak  they  can 
be  strengthened  by  the  use  of 
glasses. 

If  your  sight  is  defective  in  any 
way,  it  can  be  overcome  with 
proper  lenses,  and  you  can  thus 
'save'  your  eyes. 

We  won't  charge  you  a  cent  to 
test  your  eyes. 


Fancy  Vests 
$2  to  $8 

More  than  ever  the  fancy  vest 
will  be  a  subject  for  careful 
thought  this  surimier. 

Before  ordering  a  supply,  you 
will  find  it  to  your  interest  t() 
inspect  our  magnificent  line  of 
fancy  vestings  in  silk,  wool, 
worsted  and  wash  materials. 


No.  674 


Our  Hat 
Department 
Gains  in  Favor 

with  men  who  are  tired  of  paying 
for  a  maker's  name. 

Here  are  hats  without  superiors, 
selling  at  a  saving  of  $1,  ^1.50  or 
$2. 

Made  by  experts  who  have  no 
superiors  on  earth;  made  from 
finest  possible  material,  and  in 
tiie  latest  shapes  for  spring  wear. 


(»7.~> 


The  sun  smiled  yesterday  on 
men  who  wore — 

Stiff  hats  and  heavy  suits. 

Straw  hats  and  light  weight 
suits. 

Straw  hats,  light  weight  suits 
and  tliin  underwear. 

Straw  hats,  light  weight  suits, 
thin  underwear  and  low  shoes. 

The  last  man  smiled  back  in 
comfort. 

We've  all  the  comforts  ot 
clothes  for  warm  weather — all 
ready  for  you. 

Going  away  to-night  for  a  vaca- 
tion ? 

Need  a  Norfolk  suit  or  flannels  ; 
suit  case  ;  golf  balls  ? 


Beautiful  Hats 
For  Little  Girls 

Trimmed  Hats  for  girls  of  5  to 
15  years. 

Smart,  dapper  and  flaunting  for 
the  pert,  pretty  type,  picturesque. 
suft  and  lacelike  for  the  more 
ethereal  lassies  every  sort  of 
pretty  hat  from  rougli  straw  to 
embroidery  or  lace.  Every  shape 
from  Continental  to  poke  or 
"  baby  "  flare:  Every  sort  of 
trimming,  flowers  —  especially 
Huwers— big  or  little,  ribbons  and 
itll  the  rest.  Girlish,  new  and 
beautiful— 57  to  $12. 


Blank  Books 

We  make  'em. 

We  make  'em  to  order. 

We  also  make  loose  ledger 
sheets  and  rule  and  print  them  to 
order. 

We  are  fully  equipped  for  this 
work.  We  make  them  up  right 
and  get  them  out  on  time. 

In  this  age  business  in  all  lines 
is  brought  down  to  a  science. 
Books  made  expressly  for  your 
business  save  time. 

Time  is  money. 

We  have  made  so  many  of  these 
books  and  loose  ledger  sheets  that 
if  you  do  not  know  just  what  form 
of'  blank  book  would  suit  your 
business,  we  can  help  you  deter- 
mine— and  you  will  thank  us. 

Consult  with  us  and  you'll  get 
what  you  want. 


Bathing  Suits 

A  dozen  or  so  new  styles,  em- 
bodying the  latest  fads  in  beach 
and  water  wear,  are  ready  now  on 
the  suit  floor.  These  ^rnients 
are  made  by  the  best  designers  of 
New  York  City — men  who  prac- 
tically dictate  the  mode  for  every 
watering  place  from  Newport  to 
Atlantic  City.  You'll  appreciate 
that  fact  and  the  privilege  tliat  is 
yours  to  start  your  summer's  out- 
ing with  a  correct  wardrobe. 

While  you  may  pay  as  much  as 
$1$  or  $20  for  a  suit  of  special  ele- 
gance, there  are  a  ninnber  of  pretty 
and  serviceable  ones  at  from  $2.50 
to  $5. 98  each.  Pleased  to  show 
them. 

Another  notable  arrival  is  a  lot 
of  "  Women's  Shirts  "  from  Fisk, 
Clark  &  Elagg,  the  noted  New 
York  haberdashers.  These  on 
the  same  floor. 


Yesterday's  Dollar 
at  Work 

Have  you  put  it  at  work,  or  is 
it  lying  idle? 

The  saver  makes  yesterday's 
dollar  work  for  him  to-day.  He 
thus  uses  wise  judgement  in  the 
investment  of  his  money,  and  is 
enabled  to  take  advantage  of  his 
opportunities. 

Determine  to  be  successful  by 
saving  all  the  money  you  can 
now. 

3  per  cent,  interest  paid  on  time 
deposits. 


Another  Sale  of 
Potted  Plants 
To-morrow 

Every  one  likes  to  see  potted 
plants  around  tlie  house.  A  charm- 
ing touch  of  green  has  a  place  all 
its  own  in  the  household  scheme 
of  decoration. 

These  we  have  for  sale  are  not 
artificial,  they  are  Nature's  plants, 
full  of  life  and  health  and  beauty, 
and  at  prices  quite  a  little  under 
what  the  landscape  gardener  or 
florist  would  charge  you.  All 
nicely  potted,  with  plenty  of  the 
right  kind  of  soil  around  them. 
Ferns  40c.  to  #3.50  each. 
Rubber  Plants  6oc.  to  $1.75 
each. 

Palms  40c.  to  $3.25  each. 
Screw  Plants  75c.  each. 
In  this  department  you  will  find 
all  sorts  of  flower  seeds  at  lowest 
prices,  i'hese  seeds  come  from  a 
strictly  first-class  nurseryman , 
therefore  you  can  place  confidence 
in  them  and  not  be  disappointed 
with  poor  flowers,  or  plants  that 
fail  to  bloom  at  all. 


No.  681 


Individual    Easter 
Millinery 

This  year  at  any  rate  you  can 
depend  on  having  a  hat  that  was 
made  for  you — not  only  becoming, 
but  exclusive. 

Our  artists  have  worked  won- 
ders with  the  new  styles,  copying 
and  varying  endlessly  the  Paris 
models. 

And  the  prices  are  so  moderate. 

At  Sio  we  show  a  number  of 
straight  copies  of  high-class  Paris 
models.  The  grace  and  distinc- 
tion of  the  originals  have  been 
successfully  caught. 


208 


POWELL'S    PRACTICAL   ADVERTISER, 


•So.  682 


No.  696 


Smart  Easter 
Oxfords 
and  Shoes 

Comfort,  erace  and  durability — 
these  were  tlie  qualities  we  sought 
in  our  selection  of  women's  svun- 
nier  shoes  and  oxfords. 

We  show  a  beautiful  and  com- 
prehensive range. 

In  bench-made  shoes  and  ox- 
fords, we  maintain  the  high  stand- 
ard of  excellence  that  compares 
favorably  with  "custom-made," 
and  saves  a  third  or  more — prices 
$3-^0  to  $9.50. 

Notable  amongst  the  new  styles 
are  the  tasteful  shades  of  tan  and 
brown,  the  various  ties — "rib- 
bon," "Christy"  and  "sailor." 

Of  special  interest  is  the  new 
walking  pump  with  a  "fitting" 
heel,  guaranteed  not  to  slip.  Ox- 
fords, ?3  to  ib\  boots,  $3  to  $3. 


This  Weather  Is 
Hard  on  Trousers 

Couldn't  be  worse,  and  it's  quite 
likely  you  are  even  now  thinking 
of  getting  several  new  pairs.  It's 
the  best  part  of  dressiness  to  have 
two  or  three  pairs  of  trousers  to 
contrast  with  your  coat  and  vest. 

In  our  regular  stock  we  have 
men's  trousers  at  ^3  50,  54.50, 
$5  00  and  by  half  dollar  steps  up 
to  ifq  00.  Choice  is  from  cassi- 
meres,  imported  cheviots  and 
fancy  worsteds — in  stripes,  checks 
and  plaids.  Our  lionsers  of  out- 
ing fiainiels  and  wool  crashes  are 
also  ready  in  the  above  price 
range 

At  S3  50  we  are  selling  Summer 
trousers  for  men.  worsteds  in  dark 
gray  patterns  that  are  worth  ;?6. 00, 
$7.00  and  5S.OO.  They  are  what 
remain  from  a  purchase  we  told 
vou  of.  All  waist  sizes  and  all 
lengths. 


The  New  Shirt 

While  the  to-measure  shirt 
makers  have  been  quibbling  as  to 
wliirh  of  them  fathered  the  new 
model,  we  have  been  quietly  ab"ut 
our  business  fashioning  it  readv- 
for-service.  It  is  a  coat  shin  « ith 
the  high  band.  "Tiick  Turpin" 
collar  and  new  cuffs  attached, 
('lur  stock  afford:i  this  niudcl  of 
madras,  Sz. 


No,  085 


A  Boys* 
Oxford  Season 

This  is  going  to  be  the  greatest 
season  ever  known  for  boys'  Ox- 
fords. If  vou  go  in  for  style  at 
all,  you  wfU  want  to  be  ready  to 
put  aside  your  high  shoes  and  don 
your  low  ones  just  as  soon  as  the 
weather  settles. 

We  arc  eager  to  have  you  see 
our  splendid  stock  of  Oxfords  for 
Iioys  and  young  men  who  WL.ir 
sizes  I  to  5J4.  i'ans.  patent  colt 
or  Idack  calf.  Prices— $3  and 
$2.  so. 

The  styles  arc  identical  with  the 
most  fashionable  men's  Oxfords, 
the  lasts  over  which  they  are  made 
are  especially  designed  for  grovv- 
ing  feet,  and  tlic  fitting  is  done  by 
experts. 

Our  boys'  shoes  and  Oxfords 
start  at  #1.20. 


New  Belts 

For  the  Kaster  Gowns. 

The  belt  holds  an  unusually 
important  position  in  the  Easter 
costume  this  season,  notwithstand- 
ing its  necessity  in  the  past. 

This  is  because  of  the  newly 
beautiful  effects  that  have  been 
[iroduced,  and  the  manner  in 
wliich  the  costumes  depend  on 
tlie  belt  for  the  finishing  touch 
this  Spring. 

Nowhere  is  there  a  finer  show- 
ing. 

The  collection  includes  Belts  of 
leather  and  silk,  domestic  and  im- 
ported, wide  and  narrow,  plain 
and  fancy.  Here  are  the  most 
elborate  belts,  as  costly  as  may 
be  desired,  and  yet  we  have  re- 
markably handsome  belts  for  $1. 


yn.  GST 


Do  You  Need 

A  New  Sidewalk? 

Cement,  when  it  is  laid  as  we 
lay  it,  makes  the  handsomest, 
most  satisfactory  walk  or  curbing. 
The  cement  work  done  by  M.  S. 
Hotchkiss  in  Binghamton  and 
Lestershire  in  the  past  10  years, 
proves  its  durabdity.  May  we 
estimate  for  you  ? 

Fire  proofnig  and  Building  Con- 
struction of  Hydraulic  Stone. 
Work  fully  guaranteed. 


Easter  Cards 
and  Booklets 

Inexpensive  tokens  that  often 
express  your  giiod  wishes  better 
than  a  costly  gilt. 

Children  now  exchange  these 
cards  as  they  exchange  valentines. 

Older  folk  give  them,  also. 

Flat  cards,  ic  to  &c. 

Folding  cards,  3c  to  150. 

Crosses,  2c  to  15c. 

Booklets.  5c  to  35c. 

Novelties,  such  as  chickens, 
ral)bits,  etc.,  2c  to  50c. 


No.  689 


The  Way 

to  Make  Money 

Is  to  Save  It 

The  man  with  a  few  hundred 
dollars  in  bank  is  able  to  take 
advantage  of  o|)portunities  that 
are  clear  out  of  reach  of  the  thrift- 
less man. 

Begin  with  a  dollar  if  you  can't 
spare   more — 4  per  cent,  interest. 

We  have  an  interesting  booklet 
<in  hanking  by  mail  that  is  yours 
lor  tlic  asking. 


Some  Hot  News 

Pea  Coal  as  large  as  it  ever 
grows. 

Nut  Co:>l  as  big  as  it  should  be. 

Stove  Coal  that  isn't  disguised 
as  Kgg  Coal. 

No  overgrown  sizes  in  the  Coal 
we  sell — but  it  s  full  of  worth 
and  warmth. 


This  $1.49 
Curtain  Stretcher 
on  Friday  for  89c. 

Only  a  hundred  in  the  lot,  so 
come  early — the  Never-.Sag  Cur- 
tain Stretcher — good  solid  frames, 
strong  steel  pins  and  extra  sup- 
port from  bottom  to  top  of  frame 
so  that  it  cannot  sag — no  washers 
to  lose — equipped  with  attached 
easel  back — positively  the  last  lot 
we  will  be  able  to  procure  to  sell 
at  Friday's  price — mail  orders 
filled  if  in  stock  when  received — 
just  think  of  the  saving  afforded  at 
Friday's  Price,  Sgc. 


No.  692 


Can  a  Telephone 
Knead  Bread? 

No,  but  it  can  order  the  flour, 
milk,  salt,  yeast  and  baking  pow- 
der all  in  a  twinkling. 


No.  693 


Men's  Imported 
Bath  Robes, 

WORTH  ?S.5o  TO  $12.00, 

at  $5. 

A  German  manufacturer  who 
makes  a  specialty  of  high-class 
li.uh  Robes  has  sold  us  his  entire 
sample  line  at  such  a  big  discount 
that  we're  able  to  place  the  robes 
on  sale  to-day.  in  many  cases  at 
less  than  the  cost  of  importalicn. 
They're  of  the  finest  Terry  Cloih 
in  a  large  variety  of  colors  and 
exclusive  patterns  If  bought  in 
the  regular  way  these  robes  would 
cost  $S  50  to  5i2.but  this  lot  of 
samples  will  go  at  $$  each. 


Sensible 
Clothing  Style 

One  of  our  swagger  Spring 
Suits  possesses  every  ear-mark  ni 
the  prevailing  modes. 

Yet  we  rarely  make  the  ex- 
treme styles.  We  don't  cling  too 
chiscly  to  the  fashion  plate,  but 
adapt  the  style  to  the  face  and 
figure  of  the  man.  This  emph.i- 
sizes  the  individuality  of  your  at- 
tire, without  stooping  to  the  vul- 
garity of  conspicuousness. 

The  distinctly  better  grade  of 
tailor-made  attire— $25  to  $45  per 
suit. 

You  are  just  in  time  for  lli.it 
Easter  suit. 


No.  695 


An  Outing 
Without  a  Kodak 

IS  LIKE 

Hunting 
Without  a  Gun 

or  fishing  without  a  hook. 
Kodaks  are  better  every  year— do 
ni'Te  things  and  work  easier. 
Kvery  kind  here,  all  the  supplies 
and  refpiisites  for  every  part  of 
picture  making.  The  cost  but 
little,  if  you  so  choose. 


Are  the  Years 
Working  for  You  ? 

Time  is  flying — every  year  finds 
you  nearer  old  age.  l-)o  yuu  want 
to  work  hard  then- do  you  w.i"t 
to  toil  when  you  miglit  be  living 
comfortably  on  the  fruits  of  a  judi- 
ci..  s  investment  at  PENBRYN  .' 
(  We  say  "buy  and   build.") 

Let  the  years  work  for  you. 
Invest  in  PENBRVN.  Buy  as 
many  lots  as  you  can  afford  to 
carry.  Next  year  your  little  in- 
vestment will  have  earned  a  larije 
increase  and  every  year  works 
liarder— b  ringing  you  larger 
returns. 

Prices  will  go  up — just  as  they 
have  in  every  suburb  we  ever 
managed.  Higher  and  higher 
they  go  until  tlie  profits  of  the 
investor  assume  wondrous  pro- 
portions. 

The  years  have  brought  com- 
fortable fortunes  and  incomes  to 
the  far-seeing  ones  who  invested 
in  our  suburbs.  No  need  for 
them  to  work  in  their  old  age 
— their  investments  and  years 
have  done  all  the  labor  n^ cessai  y. 

Invest  in  PENBRYN  TO- 
DAY. Let  time  work  for  you 
and  earn  you  a  fortune.  Don't 
delay— even  for  a  day.  The  fav- 
orite word  of  the  Spaniards  is 
"to-morrow" — that  is  what 
mikes  Spain  the  poorest  and 
most  miserable  nation  in  Europe. 
To-day  means  wealth— to-morrov/ 
doesn't  count. 
COME  TO  PENBRYN  NOW! 


Ready-to-Wear 
Hats  at  a  Dollar! 

This  is  an  extraordinary  offer- 
ing. Three  hundred  pretty, 
stylish,  Trimmed  Walkuig  Hats 
for  women,  ordered  weeks  ago, 
have  just  come  in— and  we  don't 
want  'em  They  were  made  to 
sell  at  $2  and  $2  2^.  and  are  easily 
worth  these  prices.  But.  to  get 
them  out  of  the  way  quickly,  ue 
mark  them  below  cost— $1  each. 


No.  698 


75c.  for  ^i  Velvet 
Carpets 

Full  rolls— as  much  or  as  little 
as  you  want  for  your  room.  You 
don't  have  to  buy  odd  lengths  and 
remnants  to  secure  this  large 
reduction. 

Fourteen  patterns  to  choose 
from  ;  all  of  them  new  this  spring 
and  every  one  vvitli  a  y^ii  border  uf 
stair  carpel  to  match. 

The  colors  are  bright;  floral 
,tnd  rug  designs;  some  in  self- 
Lolored  patterns. 

Our  regular  standard  $1  a  yard 
carpet  for  75c. 


No.  699 


Prescription 
Accuracy 

Bring  prescriptions  here.  We 
A'^k  you  to  do  things  bic;iusc  we 
know  that  we  give  careful,  high- 
grade  service. 

We  conduct  our  prescription 
department  in  a  straightforward, 
businesslike  manner. 

We  trent  all  customers  with 
absolute  fairness. 

We  have  no  favorite^ 


CYCLOPEDIA    OF    RETAIL   AND    LOCAL   ADVERTISEMENTS. 


209 


No.  709 


Women's 
Shirtwaists  of 
China  Silk 

Fresh  white  cool  waists  to  wear 
any  time,  and  easily  laundered — 
do  them  yourself,  for  that  matter. 

On€  style  is  simplest  tailor- 
made — pleats  back  and  front.  Jj 
and  53.75.  The  latter  is  better 
quality. 

Another  has  opening  in  front 
and  is  trimmed  with  clusters  of  tiny 
tucks,  tiny  buttons  and  Valencien- 
nes insertion,  which  is  used  again 
in  the  cuffs,  $5. 

Buttoned    in    back,   with    box- 

fjleats  in  front,  tiny  tucks  and 
arge  side-pleats,  tucked  cuffs, 
pearl  buttons  and  embroidered 
frontSj  37.50. 


A  Sale  of 
Pocketbooks 

A  manufacturer  got  tired  of 
keeping  these  Pocketbuoks  — 
good  as  they  are — in  Ins  stock. 
He  accepted  our  offer— a  very 
low  one — for  the  lot;  and  we  offer 
the  splendid  resultant  bargain  to- 
day, to  women  who  prefer  the 
handy  pocketbook  to  the  various 
kinds  of  bags  now  so  much  used. 

There  are  Pocketbooks  and 
Coin  Purses,  in  a  number  of  fine 
styles,  at  half  prices  or  less  : 

At  25c.  to  ^i ,  worth  50c.  Xo%2. 


Compare  These 
$1.79  Oxfords 
With  Anything 
at  $3 

Perhaps  it  is  because  women 
have  compared  that  we  are  selling 
so  many  of  them.  A  full  stock 
ready  for  to-morrow — can't  prom- 
ise after  that. 

$3  Kidskin  Oxfords  at  ?i.79. 

Note  particularly  tlie  style  and 
character  of  those  Oxfords.  Even 
at  $3  they  would  be  special  value. 
Made  of  fine  grained  kidskin,  on 
shapely  lasts,  well  arched,  witli 
high  Cuban  heels,  turn  soles  and 
patent  or  kid  lips. 


Summer 
Furniture 

FROM  CHINA. 

Long  before  Hey  wood  and 
Wakefield,  John  Chinaman  made 
furniture  from  reed  and  rattan. 
He  taught  us  the  art,  but  he 
couldn't  find  any  of  us  bright 
enough  to  learn  how  to  make  a 
gong.  And  still  we  use  Chinese 
reed  furniture. 

If   you    read   and  act  upon  the 
following   you'll  more  than   ever 
ht   in   debt   to   John   Chinaman. 
Some  hundreds  of  pieces  of  Chi- 
nese reed    furniture,  our  own  im- 
portation, go  on  sale  to-day  one- 
third  off  price- 
Here  are  a  few  ;  — 
SSReed  Tables  at  $5,25. 
58  Green  Reed  Chairs  at  ^5.25. 
SS.50  Reed  Couclies  at  ?5.so. 
?S-5o  Reclining  Chair  Couches 
at  S5.50. 

$8  50  White  Enamel  Reed 
Chairs  at  $5.50. 


Comparatively 
Few  People 
Know 

that  Negatives  made  with  Kodaks 
and  Hand  Cameras  can  be  En- 
larged, and  Beautiful  Wall  Pic- 
tures made  from  them.  It  is  a 
fact,  however,  and  we  are  so  sure 
that  we  can  please  you  that  we  are 
making  the  following  offer  :  Bring 
us  one  of  your  Negatives,  any 
size  ;  we  will  make  an  Sx  10  inch 
enlargement,  and  print,  mount  and 
frame  it  in  a  Handsome  Frame, 
11x13  inches,  for  5i,io. 


No.  705 


Money  Back 

We  guarantee  everything  we  sell 
to  give  thorough  satisfaction  ; 
money  back  if  you  decide  against 
a  purchase  promptly;  full  redress 
no  matter  how  long  you've  had  a 
piece. 

We  do  not  "  exchange  "  mat- 
tresses, or  pillows — tor  sanitary 
reasons.  We've  been  known  to 
take  back  a  mattress  and  throw  it 
away,  for  fault.  But  faults  are  as 
tew  as  human  prudence  can  make 
thtm. 


No.  706 


Pure  Linen 
Handkerchiefs 

Their  pureness  is  the  primary 
consideration.  We  look  out  for 
tliat  first.  Then  we  buy  ia  huge 
quantities  —  that  shipment,  the 
other  day,  of  over  fifty  thousand 
of  one  sort,  exemplifies  that. 
Hence  low  prices  result— witness 
to-day's  offerings. 

Some  new,  special  lots  of  Initial 
Embroidered  Handkerchiefs  are 
added  to  the  plain  hemstitched 
sorts;  all  very  much  below  what 
they're    wi>rth:  — 12  '^   cents  each. 


Novelties  in 
Tourists'  Coats 

All  cut  on  mannish  lines  — 
which  makes  them  so  easy  to  get 
on,  comfortable  to  wear,  and 
smart  to  look  at:  and  all  made  of 
tiie  fancy  mixed  cloths  that  dust 
doesn't  stick  to  and  rain  won't 
spoil. 

At  Sio.oo — Coats  in  fancy  mixed 
effects,  loose  front,  loose  back 
lield  in  with  belt;  coat  sleeves, 
close-fitting  cuffs,  plain  collar 
and  reveres,  yoke  and  sleeves 
lined  with  satin. 

At  Si  5. 00— Coats  in  fancy  mixed 
tweed  effects,  waterproofed,  loose 
double-breasted  front  and  loose 
belted  back:  notched  collar  and 
reveres,  lap  pockets,  plain  sleeves, 
wide  at  hand,  finislied  with  strap. 


Hello,  Polly  I 

Just  received  a  fine  importation 
of  j;enuine  Mexican  double  yellow 
head  parrots.  These  birds  are 
the  tamest,  most  fluent  talkers 
and  singers  of  all  the  parrot 
species.  Price  only  ;#7.oo  eacli  if 
purchased  within  the  next  few 
days.     Call  or  address 


Penbryn  is  Near 

A  suburb  that  is  hard  to  get  to 
miRJit  as  well  be  off  the  map. 
No  trouble  like  that  at  PEN- 
BRYN. Twcnty-eiglit  short  min- 
utes by  train  from  Reading 
Terminal,  unequaled  train  service, 
fare  loc.  Only  a  few  minutes 
longer  by  trolley,  when  road  is 
completed. 

In  New  York,  if  a  suburb  is 
within  45  minutes  of  the  center  of 
the  city — with  several  changes  of 
line,  It  is  thought  central 
PENBRYN  is  only  2S  minutes 
away  from  Reading  Terminal , 
and  400  feet  above  high  water 
mark.  Thuik  of  it — no  change  of 
ca  rs  t 

PENBRYN  is  successful-it 
was  before  the  first  spade  was 
turned  Its  very  location  attended 
to  that :  improvements  by  the 
Roberts  method  added  the  finish- 
ing touch.  Out  the  Philadelphia 
&  Reading  Road,  overlooking 
Glenside,  and  near  to  the  greatest 
a.i.usement  park  in  the  world — 
Willow  Grove. 

Trainsnowand  trolley  building 
mind  you — the  Willow  Grove  line 
with  cars  every  few  minutes  and 
express  time. 

Every  visitor  to  Willow  Grove 
will  pass  PENBRYN-PEN- 
BRYN  is  a  part  of  the  beautiful 
country  you  admired  so  much  the 
last  time  you  went  to  Willow 
Grove  Park.  PENBRYN  is  on 
the  ridge  which  runs  between 
Willow  Grove  and  Chestnut  Hill 
^the  highest  ground  within  15 
miles.  The  hills  are  beautifully 
wooded. 

Come  out  to-day — don't  let 
others  get  ahead  of  you,  The 
man  who  buys  now  gets  the 
choice  picking.  Tlie  man  who 
waits  has  to  take  what  is  left. 
The  lots  are  all  good,  but  still 
there  is  always  a  choice.  Do  you 
want  it? 


Ostrich  Plumes 

Black  and  White. 

Market  prices  up — 

Our  prices  down  — 

That's  a  condition  of  things 
that  you've  known  many  a  time 
before— and  you  expect  it. 

They  are  made  of  prime  Ostrich 
feathers  with  broad,  long  flue,  full 
and  exceptionally  heavy  heads. 
In  white  and  unusually  brilliant 
black. 

You'll  recognize  these  prices  as 
ntuisually  low.  if  you've  been 
pricing  good  plumes  recently  ; 

iS-inch  Plumes  at  $2. 

16-inch  Plumes  at  $2. 50. 

17-inch  Plumes  at  S3. 

18-inch  Plumes  at  S3  50. 

19-inch  Plunits  at  S4. 


How  to  Judge 
Covert  Coats 

r .  Test  them  by  time, 

2.   Buy  them  here  and  be  sure. 

Every  Covert  Cloth  Coat  we 
sell  has  been  made  by  an  expert, 
and  tested  by  an  expert.  Tried 
on  a  figure 

New  styles  at  low  prices  : 

At  $12.50 — Light  or  dark  tan  ; 
fitted  ;  stitched  strap  down  back 
and  over  shoulders  ;  lined  with  a 
fine  quality  of  plain  or  changeable 
taffeta. 

At  $15— Three  styles;  tight- 
fitting  or  semi-fitted  ;  collarless  or 
with  coat  collar.  Shapely,  and 
kept  shapely. 


Toilet  Goods 

We  can  say  nothing  in  support 
of  these  standard  toilet  requisiic-i 
They  have  long  since  borne  their 
own  message. 

But — we  ask  you  to  carefully 
note  our  prices — our  every-day 
prices — rather  than  the  "  once-in- 
a-wliile  ''  price-markings  of  some 
■'  sales,"  so-called. 

These  are  price-slides,  and  they 
hold  good  every  day  in  the  year  ; 

Si  Listerine,  58c. 

Si  Biiriiie,  4QC. 

25c.  Lyon's  j'ooth  Powder,  14c. 

25c.  Sheffield's  Dentifrice,  12c. 

25c.  Cuticura  Soap,  i6c. 

25c    Packer's  Tar  Soap,  14c. 


A    Present    Every 
Day 

If  you  have  money  in  a  savings 
account  it  is  like  getting  a  present 
every  day,  for  every  day  interest 
money  accrues  for  you 

H  undreds  are  getting  ahead 
through  the  opportunity  of  plac- 
ing their  savings  m  safety,  offered 
by  our  Savings  Department, 

We  invite  you  to  join  them. 
We  pay  3  per  cent,  on  savings. 


Easter 
Millinery 


We  have  just  returned  from 
New  York,  where  we  bought  the 
very  newest  and  choicest  styles, 
good  not  only  for  Easter  but  the 
entire  season 's  wear 

A  trip  through  the  fashion  marts 
is  always  beneficial,  but  we  are 
particularly  enthusiastic  over  the 
results  of  this  particular  trip 

The  values  in  new  dress  hats, 
at  S4  50,  S4qS,  $5.98  >nd  S6  gS 
are  noticeably  better  than  upon 
any  previous  occasion  whatsoever. 
A  few  of  them  are  now  on  exhibi- 
tion in  the  window. 


Quicker    to    Talk 
tTian  Walk; 
A  Private  Line 
Saves  Time 

A  Time-saving,  Labor-saving, 
Soul-saving  necessity. 

It  reaches  from  chamber  to 
kitchen;  from  parlor  to  pantry; 
from  boudoir  to  bam,  or  covers 
all  together. 

Any  Distance  Required, 

Two  telephones  complete, 
ready  for  service,  with  100ft,  of 
wire,  batteries,  bells,  etc.,  to- 
gether with  wiring  diagram  so 
that  anyone  can  install  them — 
Price  $12.50.  Satisfaction  guar- 
anteed.    Send  cash  or  equivalent. 


No.  710 


Shad  Roe 


Properly  cooked,  withnice crisp 
Bacon,  certainly  a  dish  enjoyed  by 
everyone. 

Soc.  a  portion. 

KOCH'S  CAFE. 


210 


POWELL'S    PRACTICAL   ADVERTISER. 


No.  717 


No.  730 


A  Hundred 
Million  People 

will  read  about  my  farm  agency 
during  the  coming  summer.  At 
least  s,ooo  will  write  for  my  Farm 
Catalogue  during  the  present 
year.  Surely  some  of  these  peo- 
ple will  buy  Trumbull  County 
farms.  It's  immaterial  to  me 
whose  farm  I  sell,  only  that  I  sell 
lots  of  them.  All  farms  placed 
with  me  to  sell,  before  June  i, 
1904,  will  be  catalogued  in  my 
new  farm  list,  which  will  be  the 
finest  and  costliest  farm  catalogue 
ever  sent  out  of  the  State  of  Ohio. 
It  will  be  illustrated  with  nearly 
50  half-tone  views  of  beautiful 
country  homes  that  I  have  for 
sale.  All  farms  listed  with  me 
for  sale,  if  the  buildings  are  good 
enough  to  justify  it,  will  be  repro- 
duced in  beautiful  half-tones  in 
my  catalogue  free  of  charge 
Follow  the  crowd  to  the  old  and 
reliable  farm  agency  of 

E.  H.  KISTLER, 
Specialist  in  selling  County  Prop- 
erties, 


No.  718 


A  Hot  Hint 

In  anticipation  of  the  hot  sea- 
son approaching,  arrangements 
for  Electric  Fans  should  be  made 
now. 

To  connect  electric  fans,  either 
in  the  office  or  home,  it  is  simply 
necessary  to  remove  the  lamp, 
screw  in  the  fan  attachment,  and 
the  service  is  at  your  command 

We  will  be  pleased  to  send  our 
booklet  giving  list  of  electric  fan 
manufacturers  upon  request. 


Eagle  Steel 
Lawn  Swings 

When  buying  a  lawn  swing,  we 
suggest  that  you  buy  a  steel  one 
Steel  swings  don't  rust,  therefore 
they  may  be  left  out  in  all  sorts 
of  weather  Steel  swings  are  the 
strongest;  a  swing,  like  a  chain, 
is  as  strong  as  its  weakest  part, 
but  these  steel  swings  haven't  a 
weak  spot  in  them. 

We  are  the  sole  agents  for  the 
Eagle  Steel  Lawn  Swings  for 
Pittsburg  and  Allegheny. 

Four-seated  swings,  J12.50;  two 
seated  swings,  $9  50. 


Household  Linens 
At  Seducive 
Prices 

Linens  with  the  good  old-fash- 
ioned virtues:  Honesty,  Worth, 
Character  and  Endurance.  And 
Good  Looks  besides. 

The  low  prices  happen  rarely  on 
linens  of  equal  quality. 

Women  experienced  in  these 
matters  will  sec  that  at  a  glance. 

Spring  home-beginners  and 
home-replenishers,  the  summons 
is  clear  : 

TABLE  CLOTHS 

"  Goia  Medal"  Irish  LiuL-n 
Table  Cloths,  satin  damask,  spec- 
ial designs. 

From  a  two-yard  cloth  at  $4.  to 
a  banquet  cloth  at  ?i7  75. 

Matching  Napkins,  at  corres- 
ponding reductions:  breakfast 
size,  $5  dozen,  to  full  dinner  size, 
#15  dozen. 


Getting 
Acquainted 

with  Fort  Worth  people  affords 
opportunity  to  demonstrate  the 
advantages  gained  by  trading 
here. 

It's  to  OUR  interest  to  make 
it  to  YOUR  interest,  and  we  do. 

Favor  us  by  dropping  in  some 
day — you  won't  regret  it,  and  we 
won't  forget  it. 


Suits  and 
Overcoats 


From  the  making  of  the  mater- 
ials to  the  finishing  touches,  a 
chain  of  critical  scrutinies  has  de- 
veloped an  excellence  in  these  fine 
garments  never  before  attained  in 
ready-to-wear  clothing. 

The  wide  range  of  imported  and 
domestic  cloths,  in  both  plain 
olors  and  mixtures,  is  deserving 
of  special  mention, 

,\ien  s  Spring  Suits,  #16  to  $40. 

Men's  Overcoats,  $ib  to  $40 


Advertising  a 
Trunk  That  Is 
Not  for  Sale 

An  object  lesson. 

It  was  got  up  to  beat  our 
"Special  St.  Louis"  trunk — 25c, 
cheaper;  and  advertised  as  "just 
as  good." 

We  bought  one — have  it  here 
now. 

It  is  smaller  both  in  width  and 
height. 

The  roughness  of  the  lining 
shows  it  is  made  of  rough  pme 
wood. 

The  two  clamps  on  each  end  of 
ours  are  altogether  missing  on 
"this  same  thing." 

Scarcely  any  one  of  these  points 
would  you  be  able  to  "carry  in 
your  eye"  from  one  store  to  the 
other.  But  you  would  probably 
be  carrying  your  clothes  home  in 
a  basket  from  St.  Louis,  if  you 
started  out  with  this  "just  as 
good,"  nailed-together  trunk. 

Our  St.  Louis  trunk  was  made 
for  us  specially.  It  is  safe  be- 
cause we  insisted  that  it  be  safe- 
guarded in  certain  ways,  and 
because  we  buy  so  many  trunks 
of  this  maker  that  it  was  to  his 
atlvantage  to  favor  us. 

28  inclies  long,  $5.  30  inches 
long,  $5.50.  32  inches  long.  $f>. 
^4  inches  long,  $6.50.  36  inches 
long,  #7. 


734 


The  Girls   Easter 
Wardrobe 

We  are  just  bubbling  over  with 
anxiety  to  tell  you  of  the  innumer- 
able pretty  things  we  have  ready 
in  tlie  way  of  Easter  raiment  for 
girls. 

Such  a  thoroughly  handsome, 
stylish,  finely  tailored  and  reason- 
alily  priced  collection  of  girls' 
wearables  wc  do  not  believe  we 
have  ever  shown  at  this  time  of 
the  year  before. 

The  newest  Spring  styles— in 
all  materials  and  colorings. 

The  dainty,  refined  girl — as 
well  as  her  louder,  iovial-natured 
sister — can  be  suiteci  to  a  dot  here. 

For  girls  of  six  to  eighteen 
years. 

Reefers.at  ?4.5o  to  ?i2. 


Winter  is  Coming 

Coal  burning  time  will  be  here 
before  you  know  it 

Are  you  prepared  ? 

Our  coal  has  never  been  better 
than  it  is  just  now, 

It's  economy  to  buy  this  month 


Our 

Insect  Killer 

Keep  the  house  free  of  "Bugs." 

Nothing  is  so  distressing  as  in- 
sects crawling  over  everything. 

Come  and  get  "  The  Real 
Thing  "  in  bug  and  insect  kill<?rs. 

You'll  be  so  glad  after  using  it 
to  see  what  good  work  it  does. 

Price  15c. 


Have  a  Summer 
Resort 

IN  YOUR  OWN  HOME 

A  Gas  Range  will  make  thc 
kitchen  the  pleasantest  room  in 
tlie  house. 

A  man  can  avoid  the  torrid 
atmosphere  of  an  over-heated 
kiiclien,  and  you  just  watch  him 
do  It -but  how  about  his  wife? 
Doesn't  she  deserve  a  Gas 
Range  ? 

All  prices,  $2  down,  $-2  a 
month       Connected  free. 


No.  738 


White-Lined 
Blue  Enamel 
Ware 

This  splendid  opportunity  to 
fill  the  kitchen  with  the  most 
beautiful  and  artistic  cooking 
utensils  that  are  made  will  soon 
be  over.  These  handsome  wares 
are  of  splendid  construction , 
Iiandsomely  finished,  every  piece 
perfect;  and  yet  most  of  the  pieces 
are  sold  at  about  half  the  price  of 
agateware. 

In  addition,  most  of  the  pieces 
have  enamel  lids,  while  those  on 
agateware  are  only  tin.  The  sizes 
indicate  the  actual  capacity  of  the 
different  pieces,  though  the  man- 
ufacturer's list  calls  the  sizes 
larger  all  the  way  through: 
White- Lined  Blue  Enamel  Ware. 

Each  article  is  steel,  douhle- 
cnated  with  turquoise  blue  enam- 
el, white  lined. 

Rice  Boilers,  i  qt.,  50c;  2  qls,, 
75c;  3  qts.,5i. 

Tea  Pots,  2  qts.,  35c;  3  qt^., 
40C. 

Coffee  Pots,  3  qts.,  40c. 

Covered  Saucepans,  5  qts.,  4X( , 


No.  729 


Are  You  Selling 
Yourself  ? 


Getting  so  much  a  week  for 
V'lurlife?  Bartering  away  your 
br-iin  and  brawn,  healtli  and  iiap- 
piuess  and  "coming  out  even" 
every  week?  How  long  can  you 
stand  it  ? 

You  may  start  a  savings  account 
here  with  #1  — get  Compound 
Interest  on  all  you  put  into  it— 
and  eventually  be  Free  and  Inde- 
pendunt.      Why  don't  you  try  it  ? 


Lynn  Market 

Picnic  ^Vealher.  It  really  seems 
as  thougli  we  should  have  picnic 
weather  for  the  remainder  of  the 
week.  We  offer  the  greatest 
variety  of  eatables  for  Picnickers, 
Campers,  Cottagers  and  Sailing 
Parties. 

Our  Bakery  Counter  is  a  sur- 
prise to  people  who  are  not  ac- 
customed to  seeingourassortmtrnt 
of  delicious  bread,  cake  and 
pastry.  Everything  is  from  best 
materials  and  made  with  all  the 
care  and  cleanliness  of  the  best 
home  kitchen.  Women  whose 
cares  keep  them  from  the  country 
this  summer  can  take  a  vacation 
at  home  by  letting  us  do  their 
cooking.  The  saving  in  fuel  will 
go  a  long  way  toward  paying  any 
slight  difference  in  expense. 
There  are  few  better  places  for 
an  outing  in  the  country  than 
Lynn  Woods  and  no  beaches 
belter  than  our  own. 

The  meats  we  cook  are  selected 
stock  and  are  thoroughly  cooked; 
there  is  an  appetizing  variety  of 
ready-to-eat  food  on  our  delica- 
tessen counter;  home  vacationists 
will  find  help  here  also. 

Picnic  and  lawn  party  accesso- 
ries. Paper  and  Wood  Plates, 
Paper  Napkins,  Glass  Jars,  Tin 
Spoons,  Candles. 


N<..  731 


Store  Your  Furs 

The  industrious  moth  will  get 
your  furs  if  you  don't  watch  out. 
I'liis  is  the  time  of  year  the  mis- 
chief is  done;  that  is,  the  moth 
eggs  are  deposited  now  and  later 
when  you  think  your  furs  are 
secure  they  are  being  destroyed 
by  this  ravenous  insect. 

We  have  the  only  modem  stor- 
age vaults  in  Kentucky.  We  give 
you  a  receipt  that  conforms  to 
g(tvemment  reouirements.  pro- 
tecting you  fully  from  loss  or 
damage  by  fire,  moth  or  theft. 
Perfect  security  at  a  small  cost. 
Why  not? 


No.  733 


Old  Furniture 

Of  every  sort,  kind  and  condi- 
tion— useless  to  you — is  of  value 
to  me  ;  and  I  will  pay  top  prices 
for  it. 

"  Holly  Helps 
Housekeepers." 
Sell  me  your  old  furniture  and 
get  cash  for  it. 


The  New 

Waistcoats 

In  London  town  the  dictatorial 
tailormen  are  fashioning  the  gar- 
ments for  men  with  braided  edges 
— particvilarly  the  waistcoats. 

The  exclusive  to-order  tailormen 
in  thi.s  town  are  a  bit  timid.  They 
accept  the  decree  in  part— the 
waistcoats. 

Let  it  he  understood  that  we  are 
fust  with  the  new  model  ready- 
for-service,  in  twenty-two  distinc- 
tive styles,  with  the  edges  and 
iiiickets  bound  or  piped  with 
linen,  silk  or  moliair  braid  in 
contrast. 

For  the  men  who  dare  .waistcoats 
of  shepherd  checks,  bound  with 
black  braid,  $2,50  to  $6.50. 


CYCLOPEDIA  OF  LOCAL  AND  RETAIL  ADVERTISEMENTS  211 


No.  73 1> 


Petticoats 

New  Silk  Petticoats,  swishing, 
brilliant,  stylish.  Made  lull  and 
graceful,  with  all  the  latest  de- 
vices in  ruffles,  flounces,  ruchings 
and  strappings. 

The  cost  is  little,  indeed: 

At  #5— Of  taffeta  silk  ;  five 
styles  ;  all  colors  and  black 

At  $7. so— Of  taffeta  silk  in 
cliangeahie  or  plain  colors— light 
and  dark  shades  and  black. 


No.  735 


Now  for  Camping 

Schools  are  closed  and  it's  hoi 
for  the  country. 

Now  for  the  practical  view  of 
It. 

You  must  have  a  good  camp 
stove— there's  no  pleasure  with- 
out good  eatables  well  cooked. 

You  want  plates,  pans,  cups, 
knives,  forks  and  spoons  that  you 
dun't  mind  losing. 

You  want  an  ice-cream  freezer; 
there's  always  cream  and  ice 
around  a  modem  camp. 

You  want  a  hammock — a  swing 
for  the  children- games,  guns, 
ball  outfits. 

In  fact  you  want  to  visit  our 
store  to  learn  all  that  you  do 
want— and  its  here,  and  the 
price  is  right. 


No.  736 


A  Bank 
Account 

Means  comfort,  happiness  and 
security  from  the  woes  and  mis- 
eries that  arise  from  poverty. 

The  ease  with  which  you  can 
save  money  and  pile  up  the  dol- 
lars may  be  a  revelation  to  you. 

One  dollar  will  start  an  account 
here  vvliich  earns  a  fair  dividend. 

Get  our  booklet  "  Saving." 


Linens  and 
Handkerchiefs 

Embroidered  to  order. 
_  We  have  tlie  most  ample  facil- 
ities for  hand  embroidering  of 
initials,  monograms  or  crests  on 
the  linens  either  purchased  by  or 
to  be  given  to  the  Easter  bride, 
as  well  as  for  all  other  housekeep- 
ers who  desire  this  artistic  addi- 
tion to  their  linen  outfits.  The 
work  is  beautifully  but  quickly 
done,  whether  the  order  is  tor  a 
single  piece  or  for  a  complete 
outfit  for  the  entire  house. 


No.  738 


Men's  Panama 
Hats,  $5 

For  dressy,  negligee  wear,  the 
Panama  hat  seems  to  have  the 
call;  light,  cool  and  ideal  summer 
headwear  for  comfort. 

Panamas  made  in  Cuba  or  the 
X'nited  States  of  Colombia  do  not 
"size  up"  as  well  as  those  made 
in  Ecuador.  The  latter  show  a 
clearer  straw  and  finish  a  better 
while. 

;f5.  See  these  and  get  a  chance 
t^o  think  twice  before  spending 
SS  or  $io  for  a  Panama  anywhere 
else.  Maybe  vou  can  save  money 
and  be  as  well  pleased. 


No.    743 


Spring  Dresses 
for  Women 

Each  day  brings  added  newness 
to  the  collection,  which  has  bt.-en 
almost  prodigal  for  the  last  month 
or  more.  Nowhere  else  can 
women  see  so  exhaustively  the 
entire  American  and  foreign  pro- 
duct of  the  season.  And  it  is  this 
fulness  of  stock  that  has  made 
our  business  so  gratifying. 

Here  art:  brief  suggestions  of 
chief  groups: 

Tailor-made  Suits,  at  $15  to 
$67  50. 

Linen  and  Lingerie  Dresses,  at 
?i4  to  $175 

'i'affeta  Silk  Dresses,  $8.75  to 
$27,50. 

Exclusive  collection  of  Foreign 
Tailor-made  Dre-sses,  mostly  in 
new  checks  and  stripes,  at  $$$  to 
$150. 

An  extensive  collection  of  beau- 
tiful Voile  Suits,  at  $2(i  to  $105. 


No.  740 


The  Child  s 
Deli^jht 

It  affords  amusement,  and 
makes  the  little  one's  fingers  nim- 
ble, as  well. 

An  Embroidery  Outfit  consist- 
ing of  twelve  embroidery  sktins, 
assorted  colors;  six  doilies,  various 
designs;  and  three  embroidery 
needles. 

The  doilies  are  stamped  with 
designs  of  Happy  Hooligan, 
Bunny,  Foxy  Grandpa,  old  woman 
who  lived  in  a  shoe  and  various 
floral  patterns. 

The  Child's  Delight— loc. 


No.  741 


Whiskey  Without 
a  Headache 

Your  sample  of  Hewett's 
Priviite  Stock  Rye  Whiskey  duly 
received.  I  find  it  the  most  won- 
derful Whiskey  that  ever  drove 
the  skeleton  from  the  feast,  or 
painted  landscapes  in  the  brain  of 
man.  It  is  the  mingled  souls  of 
wheat  and  com.  In  it  you  will 
find  the  sunshine  and  shadow 
tliat  chased  each  other  over  the 
billowy  fields,  the  breath  of  June, 
the  carol  of  the  lark,  the  dew  of 
the  night,  the  wealth  of  summer 
and  autumn's  rich  content,  all 
golden  with  imprisoned  liglit. 
Drink  it,  and  you  \Yill  hear  the 
voice  of  men  and  maidens  sing- 
ing the  "  Harvest  Home," 
mingled  with  the  laughter  of 
children.  Drink  it,  and  you  will 
feel  within  your  blood  the  starry 
dawns,  the  dreamy,  tawny  dusks 
of  perfect  days. 

For  forty  years  this  liquid  joy 
has  been  within  the  staves  of  oak, 
longing  to  touch  the  lips  of  man. 
VERITAS. 


Armitaore's 
Hospital  Hack 

This  coach  was  specially  de- 
signed and  built  for  removing  in- 
capacitated persons  who  are  able 
to  pay  for  such  special  service. 
Constructed  like  a  coach  of  the 
landau  style,  it  is  not  calculated  to 
attract  attention. 

For  terms  and  appointments, 
apply  to  foreman  stable,  37  An- 
drew street. 

Tel.  4S72. 


No.  747 


The  Aristocracy 
of  Towels 

Most  well-informed  house- 
keepers  are  familiar  witli  the  real 
It. than  Linen  Towels,  which  have 
buen  the  pride  of  well-to-do 
housekeepers  who  possess  them. 

They  are  made  of  grass- 
bleached  huckaback,  hand- 
stitched,  or  with  deep  hand-tied 
fringe;  some  with  drawn-work 
and  a  few  with  colored  borders. 

The  prices  range  from  small 
facecloths  at  75c  and  ?i.25,  up 
to  the  very  large  towels  with 
elaborate  fringe,  at  |6  each. 


Money 
in  Bank 


A  savings  account  means  more 
to  you  than  its  actual  value  in  dol- 
lars and  cents. 

It  gives  you  a  feeling  of  secur- 
ity—of independence— tliat  is  de- 
nied the  man  who  never  saves. 

It  is  a  strong  arm  working  for 
you  day  and  night,  earning  more 
money— something  substantial  to 
lean  on  in  youroid  age,  when  your 
working  days  are  over. 
PEOPLE'S  SAVINGS  BANK 
Comer  Genesee  Ave.  and  Frank- 
lin St.,  will  start  you  for  one 
dollar. 


No.  745 


To  the  Brides  and 
Grooms  of  June 

It's  a  great  mistake  to  wait  un- 
til the  last  minute  before  select- 
ing your  'furniture,  draperies, 
rugs  and  carpets.  While  we  have 
a  wonderfully  large  assemblage  of 
all  the  articles  that  have  a  part  in 
making  the  home  attractive,  we 
would  impress  upon  your  minds 
the  advantages  of  early  buying. 

To-day  we  probably  have  the 
very  buffet,  brass  bed,  library 
table,  chiffonier,  davenport,  or 
rug  that  you  admire  above  all. 
Others  are  looking  and  buying 
and  others  may  take  what  you 
wouldn't  miss  for  the  world.  So 
come  at  your  earliest  conveni- 
ence and  pick  from  the  gems  of 
our  stock. 

We'll  reserve  whatever  you 
may  fancy  for  future  delivery. 
And  then  again,  it's  so  much 
more  satisfactory  to  buy  leisurely 
than  hurriedly.  We  '11  suggest 
many  pretty  ideas  that  you  would 
never  think  of.  Furnishing  homes 
is  our  study,  you  know. 


New  English 
Cretonnes 

These  handsome  fabrics  are  de- 
signed for  hangings  and  wall  and 
furniture  coverings.  The  color- 
ings and  designs  are  most  exquis- 
ite. The  patterns  include  poppy, 
moss  rose,  Empire  with  cluster 
of  roses  surmounted  by  wreath 
and  medallion  effects.  These 
are  priced  at  65c  a  yard. 

A  very  attractive  rose  design  is 
y^c  a  yard.  Others  are  in  striped 
effects  at  50c  a  yard.  All  of  the 
patterns  are  shown  in  a  variety  of 
color-combinations. 

There  is  also  another  group 
presenting  various  Oriental  ef- 
fects, at  35c  a  yard. 


If  You're  a  Nieht 
Driver 

Vou  want  the  best  there  is  in  the 
Lantern  line.  We've  made  some- 
thing of  a  study  of  the  hntem 
business,  and  we  hav'nt  been  able 
to  find  anything  to  equal  the 
Ham's  Cold  Blast  for  a  driving 
lamp. 

It  has  stood  the  test  of  wind, 
rain  and  rough  roads, and  makes 
electricity  look  pale. 

This  lantern  sells  for  ^2.50 — it 
used  to  be  S3. 50. 

We  have  a  dash  lantern  for  85 
cents  that  can't  be  beaten  for  the 
money,  and  really  if  you  are  only 
out  occasionally  it  will  answer 
your  purpose. 


No.  748 


*'  There  Isn't  One 
ReaUy  Good 
Printer  in  Five 
Hundred" 

Pkinters'  Ink— the  leading 
journal  on  publicity  of  all  kinds 
— h  a  s  the  following  to  say: 
"  There  are  thousands  of  print- 
ers m  this  country,  good,  mdif- 
ferent,  and  a  lot  of  bad  ones. 
There  isn't  one  really  good  printer 
in  five  hundred.  Intelligent  ad- 
vertisers are  willing  to  pay  for 
good  printing,  no  matter  where  it 
comes  from." 

Pkinters'  Ink  knows  what  it 
is  talking  about.  Poor  printing 
is  a  bad  investment — it's  worse 
than  a  blank.  A  business  man's 
stationery  or  booklet  is  like  a 
traveling  man— if  it's  neat,  well 
dressed  and  to  the  point,  the  first 
impression  is  good  and  your 
chances  of  doing  business  on  the 
strength  of  it  are  good. 

We  realize  this.  We  keep 
abreast  of  the  times.  We  know 
what  good  printing  is  and  pro- 
duce U.  We  are  pretty  careful 
not  to  let  a  bum  job  get  on  to 
our  presses.  No  press  in  the 
country  can  better  our  printing 
and  we  want  you  to  know  it. 


No.  749 


Dress  Up  Your 
Dog 

Every  dog  has  his  day.  To-day 
is  the  day  of  the  dog  show. 
Give  your  dog  a  show.  If  he 
is  worth  owning,  he  is  worth  a 
collar  that  becomes  him. 

We  have  a  fine  collection  of 
correct  designs  for  every  breed  of 
dog  ;  plain  or  tastefully  finished 
with  studs  or  spikes  in  all  desir- 
able sizes. 

Narrow  collars,  with  studs,  20c. 
up .  Round  collars  45c.  Cat 
collars  IOC. 

We  also  have  fancy  leather  and 
chain  leads,  dog  whips,  chains, 
whistles,  bells,  brushes,  soaps, 
etc. 


White  Lawn  Shirt- 
waists, ^1.50 

A  fre.^h  lot.  right  from  the  whir- 
ring machines,  of  those  pretty 
white  lawn  shirtwaists  with  em- 
broidery front.  Every  woman 
who  wants  a  dainty  waist  for  lit- 
tle money  seems  to  be  buying 
them. 


212 


POWELL'S    PRACTICAL   ADVERTISER. 


No.  761 


No.  755 


Xo.  755— Continued, 


No.  759 


Coats  and  Caps 
for  Baby 

What  a  little  it  does  cost,  to  be 
sure,  to  have  Baby  arrayed  in  tlie 
finest  of  plumage  when  it  is  tlie 
parents  habit  to  frequent  our  in- 
fants' Out-fitting  department. 

The  most  inexpensive  of  in- 
fantile togs  will  be  found  there  — 
which,  however,  is  not  saying  that 
the  finest  are  absent.  Indeed,  we 
are  just  a  litlle  proud  of  our  dis- 
play of  French  finery  for  tiny  folk. 
Select  it  ourselves  in  the  French 
metropolis  every  season. 

Infants'  Cloth  Coats,  of  white 
bedford  cord,  6  months  and  up  to 
2  years,  $2. 25,  S3.00,  $3.75  and 
$4.00. 

Infants'  Cloth  Coats  in  colors, 
three-quarter  length,  desirable 
shades,  including  cream.  ^4.25, 
$4.50,  $5.00,  S6.00. 

Infants'  Mull  Caps,  25c.  and 
50c.  each. 


No.  753 


Dancing 
This  Week 

The  magnet  to  attract  out-of- 
door  lovers  at  Capitol  Park  this 
week  will  be  dancing.  An  or- 
chestra will  be  located  in  the  pa- 
vilion afternoons  and  evenings. 
The  dance  hall  lias  been  funiislied 
and  attractively  fitted  up.  Rain 
or  shine  there'll  be  dancing. 

The  opening  of  the  park  is  to 
take  place  Monday,  June  9,  and 
then  the  Open  Air  Theater,  Ping 
Pong,  Billiards,  Glass  Blowers, 
Restaurant  and  other  features 
will  be  open  in  full  blast.  It's 
going  to  be  a  gay  season  at  Cap- 
itol Park,  Hartford,  Conn. 

Admission  to  trolley  patrons 
free  ! 


Women*s 
Leather  Bacrs 
Under-Price 

Even  with  counters  overcrowd- 
ed with  the  fine  new  Leather 
Goods,  we  keep  our  eyes  open 
for  special  offerings  to  present 
just  when  the  articles  are  most 
wanted.  To-day  two  groups  in- 
vite attention  : 

Envelope  Hags,  of  genuine  matt 
seal,  with  calf  lining  ;  fitted  with 
purse:  $2  each,  though  well  worth 

Automobile  Bags,  all  in  the 
deep,  convenient  shape  that  is  so 
well  liked  ;  of  genuine  seal  walrus 
and  sea-lion,  in  black,  brown  and 
tan,  with  gilt  or  gun-metal  clasps; 
at  ;;2  each,  worth  ^4  and  J5. 


No.  754 


Where's   the  Man 

Who  hasn't  use  for  nn  extra  pair 
of  Trousers  in  his  wardrobe — 
when  he  sees  what  he  likes  and 
the  price  is  his  way? 

Here  are  si>Iendid  Trousers 
that  will  give  you  that  new-suit 
effect. 

The  finest  materials  and  finest 
lot  of  patterns  ever  in  this  store 
at  one  time — ?3.oo  to  ?7.cxj — yes, 
we  have  Ready-made  *'  Sovereign 
Brand  "  Trousers  now  at  57.00, 
and  your  tailor  charges  $10.00  for 
the  same  quality. 


Here    Are    Three 
Pretty   Homes 

WHICH    OXE    WILL    YOU 
TAKE.> 

Again  and  again  we  have  said 
that  we  would  give  more  furnish- 
ings and  better  furnishings  for  a 
stated  sum  than  any  other  store. 
We  would  make  your  interests 
ours — and  look  after  the  many 
little  details  in  titting  up  the  home 
which  ordinary  furniture  and  car- 
pet dealers  would  never  think  of 
botliering  with.  To-day  we  go 
more  deeply  into  the  matter.  We 
jiublish  three  combination  offers, 
which  you  should  study  carefully. 
Every  article  in  the  different  lists 
is  first  class — n  e  w — refined  in 
style — guaranteed.  We  name  a 
very  special  price  for  each  outfit 
entire,  but  if  you  wish  to  furnish 
but  one  or  two  rooms,  we  will  ad- 
just the  price  to  meet  your  appro- 
bation. 

OFFER  NO.  I. 

FOt'R  ROOMS  COMPLETE  FOR  $225. 

If  you  could  see  this  outfit  all 
assembled  in  a  cozy  flat  you  would 
never  believe  so  much  value  could 
be  given  for  so  little  money. 

THE   PARLOR. 

Five-Piece  Mahogany  Finish 
Parlor  Suite,  highly  polished, 
covered  in  fine  tapestry. 

Parlor  Table,  in  imitation  ma- 
hogany. 

-Shades  and  Lace  Curtains  for 
three  windows. 

lirussels  Carpet — latest  design 
— 40  yards. 

THE  CHAMBER. 

Three-piece  cabinet-made 
chamber  set  of  selected  oak,  two 
oak  chairs,  one  oak  rocker,  one 
oak  table,  woven  spring  cotton 
top  mattress,  two  pillows,  shades 
and  lace  curtains  for  two  win- 
dows, 20  yards  extra  super  in- 
grain carpet. 

THE  DINING    ROOM. 

Handsomely  carved  oak  side- 
bnard,  six-foot  extension  table, 
polished  :  six  oak  dining  chairs, 
lace  curtains  and  shades  for  two 
windows,  ingrain  rug,  9x12  feet. 

THE  KITCHEN. 

New  Herald  Range,  complete, 
with  water  fr<int.  higli  shelf,  pipe 
and  zinc  board  ;  four-foot  kitchen 
t.thle,  two  kitchen  chairs,  five- 
spindle. 

We  are  the  largest  handlers  of 
house  furnishings  in  Hartford. 
After  reading  above  offer  do  you 
wonder  that  our  values  defy  com- 
l»ctition  ? 

OFFER  NO.  2. 

I-Ol!R  ROOMS  COMPLETE  $285. 

This  combination,  if  bought  in 
the  ordinary  way  in  other  stores, 
would  cost  you  at  least  ;f40o.  It's 
a  grand  outfit. 

THE  PARLOR. 

Three-piece  parlor  suite,  ele- 
;;  a  n  t  carved  mahogany  finish 
trame,  covered  witli  Verona  ve- 
lour ;  odd  rocker,  rich  design, 
highly  polished  ;  odd  upholstered 
chair,  polished  parlor  table,  lace 
curtains  and  shades  for  three  win- 
dows, Axrninster  carpet  and  bor- 
der—40  yards. 

TH1-:  CHAMBER. 

Heautiful  oak  bureau  w  i  t  h 
I'rench  plate  mirror ;  Berostein 
iron  bed,  with  brass  trimmings, 
cotton  mattress,  pair  of  geese 
feather  pillows,  oak  table,  two 
oak  chairs,  oak  rocker,  oak  com- 
mode, shades  and  lace  curtains 
for  two  windows,  iugrain  carpet — 
20  yards. 

THE  DINING  ROOM. 

Ovi.T'tered  oak  sideboard,  witli 
I'rencli  i>Iate  mirror,  six  oak 
chairs,  six-foot  quartered  oak 
table,  reversible  Brussels  rug, 
9x12. 


THE    KITCHEN. 

New  Herald  Range,  complete 
with  water  front,  high  shelf,  pi])e 
and  zinc  board  ;  four-foot  kitclien 
table,  two  high  back,  wood  seat 
chairs. 


OFFER  NO.  3. 

FOUR  COMPLETE  ROOMS  FOR  $350. 

You  must  see  these  articles. 
They  are  ornate,  chaste,  elegant. 
Workmanship  is  a  revelation. 

THE  PARLOR. 

Three-piece  parlor  suite,  up- 
holstered in  silk  damask ;  odd 
corner  chair,  inlaid  ;  mahogany 
rocker,  upholstered  mahogany 
parlor  table,  shades  and  fine  lace 
curtains  for  three  windows  ;  Ax- 
minster  rug,  gxi2. 

THE  CH.\MBER. 

Very  beautiful  brass  and  steel 
bed,  bird's-eye  maple  bureau, with 
French  plate  mirror  ;  bird's-eye 
maple  table,  with  drawer ;  two 
maple  chairs,  maple  rocker,  cot- 
ton mattress,  shades  and  lace  cur- 
tains for  two  windows,  20  yards 
of  art  ingrain  carpet. 

THE    DINING    ROOM. 

Quartered  oak  buffet  sideboard, 
quartered  oak  china  closet,  quar- 
tered oak  dining  table,  eight-foot  ; 
six  quartered  oak,  box  seat  dining 
chairs;  Brussels  rug,  9x12. 

THE   KITCHEN. 

New  Herald  Range,  complete, 
with  water  front,  high  shelf,  pipe 
and  zinc  board ;  oak  kitchen 
table,  two  cane-seat  chairs. 

There  is  $500  in  solid  value  in 
the  above  outfit. 


April  rains  and  mud  are  at  hand. 

The    modern    wife    telephones 
her  needs. 

Residence  service  $2  a  month 
up, 

THE      BELL    TELEPHONE 
CO.    OF   PHILADELPHIA. 


No.  757 


February 
Furniture  Needs 

Tlie  very  best  Valentine  you 
can  give  your  wife  is  a  new  side- 
board— if  that  happens  to  be  the 
new  piece  she  has  set  her  heart  on . 
Perhaps  it  is  a  sideboard — change 
the  word  if  it  is  something  else— 
we  can  accommodate  you,  and 
celebrate  the  day  to  good  advan- 
tage for  your  home. 

535  Sideboards  at  S28. 

Twelve  quartered  golden  oak 
Sideboards,  swell  top  base  44x23 
inches,  one  large  drawer,  two 
small  drawers,  double  cupboards, 
top  has  three  shelves,  nicely 
carved,  French  plate  mirror  30x18 
inches;  total  height,  6  feet  8 
iDches. 


Sw(^aters  for 
Children  and  Girls 

Spruce,  snug  little  Sweaters, 
with  as  much  style  as  the  women's. 
Plain  coat  effects  with  pearl  but- 
tons. And  high-neck  or  cull.ir- 
less  blouses.  Broken  sizes  up  tu 
14  years. 

75c.  to  ^3.  Were  $1.50  to  $4.50. 


Three  Strap 
Patent  Leathers 

$1.65 

If  you  knew  how  exclusive  the 
trade  for  wliich  these  dainty  new 
style  low  shoes  were  made  you'd 
be  first  in  our  enlarged  shoe  de- 
partment to-day  to  select  a  pair  at 
?i.65— a  bona  fide  53.50  value- 
never  sold  by  any  other  store  for 
less  than  that.  Remember,  nr>w, 
we've  only  500  pairs.  They'll 
create  a  sensation,  but  it  will  be 
of  short  duration.  We  say  that 
positively,  and  we  can't  emphasi/e 
it  too  strongly,  for  they  are  so  de- 
lightfully different  and  distinctive 
from  any  low  shoe  ever  offered 
for  less  than  $3  50  that  every 
woman  who  accords  herself  the 
privilege  of  seeing  them  will 
select  a  pair. 


No.  760 


Nice  Hay 

We  have  some  of  the  best  Hay 
we  have  had  for  a  year,  and  the 
price  is  reasonable. 

Why  not  come  in  and  see  us  if 
you  want  anything  for  horse  or 

CC  )W  ? 


Shoes — 
Looking  Ahead 

Don't  wait  until  Friday,  or  Sat- 
urday morning,  to  buy  the  shoes 
ytiu  need  over  the  Fourth,  and  fur 
the  rest  of  the  Summer. 

Come  to-day,  get  the  errand  off 
your  mind,  and  the  shoes  into 
your  closet. 

FOR    MEN. 

White  Shoes— Oxford  and  T^ace 
Shoes  of  linen  duck  or  buckskin; 
leather  or  rubber  soles,  at  #3, 
$3  ^o  and  5^. 

Tan  Oxfords:  Blucher,  Oxford 
and  cut;  best  shapes  and  material, 
at  ?3.  ?3-9o  and  $5. 

FOR    WOMEN. 

Tan  Oxfords,  in  Blucher,  Ox- 
ford and  Christy  styles,  at  $3,  S4 
and  55. 

Black  Oxfords  of  kid,  patent 
leather,  calf,  in  Blucher,  Chiisty, 
Oxford  and  pump  styles,  at  Si  .50, 
?:-.$3.54.?5- 


Little  Pictures 

AT  DIMINUTIVE  PRICES. 

These  are  the  pretty,  decorative 
little  pictures  that  do  to  stick 
around  here  and  there  for  a  merry 
bit  of  color.  And  each  price 
implies  a  reduction  from  former 
values,  of  one-half  to  two-thirds. 
At  ir>c.  from  25c. 

Twelve   subjects— six   marines, 
six  Rembrandt  reproductions— in 
black  wood  frames;  5x()  in. 
At  25c.,  were  50c.  and  75c. 

Datch  and  Japanese  figure  sub- 
jects in  various  sizes  and  styles  of 
fr.imcs.     Size  about  qxio  in. 


A  Dark  Store 

always  leaves  the  impression  with 
a  customer  that  there's  nothing 
doing. 

Electric  light  is  not  a  luxury 
nowada  ys .  A  re  you  using  ou  r 
service .' 


CYCLOPEDIA  OF  RETAIL   AND  LOCAL   ADVERTISEMENTS.  213 


No.  704 


No.  769 


No.  773 


No.  777 


Treat  the  Lawn 
To  a  Short  Cut 

You  don 't  have  to  spend  a  great 
lot  of  money  for  a  pair  of  clippers 
in  the  shape  of  a  lawn  mower.  If 
you  will  come  to  our  West  Base- 
ment we  will  show  you  different 
styles  and  d  i  f  fer  en  t  sizes  of 
mowers,  each  about  as  inexpen- 
sive as  you  would  expect. 

For  instance,  12-inch 

Lawn  Mowers  at  53-50. 

For  in<;tance,  14-inch 

Lawn  Mowers  at  5425. 

For  instance,  16-inch 

Lav\'n  Mowers  at  S4.50. 

You  know  the  inches  refer  to 
the  size  of  the  blade. 


Save  a  Diamond 
Win  a  Heart 

You  can  obtain  a  Diamond  on 
credit  from  us  at  once.  Step  into 
our  store  and  one  of  our  salesmen 
will  make  you  an  interesting 
proposition.  All  our  business  is 
transacted  privately  and  confi- 
dentially. 

We  ask  no  security.  We  make 
no  inquiries  of  employers.  We 
trust  you.  All  we  ask  is  that  your 
intentions  are  honorable  and  that 
you  intend  to  carry  out  your  obli- 
gations. 

You  receive  the  Diamond  you 
select,  at  once,  when  you  make 
t'le  first  small  payment ;  the  bal- 
ance you  bring  or  send  to  nur 
office  in  small  amounts,  weekly  or 
monthly,  as  you  prefer. 

You  receive  a  signed  guarantee 
of  value  and  quality  witli  your 
Diamond.  If  you  should  at  any 
time,  after  your  Diamond  is  paid 
for,  desire  a  larger  one  we  will 
allow  you  all  you  have  paid  in 
exchange. 


I  Am  a  Broker 

A  Broker  buys  and  sells. 

He  advisKS  his  clients  and 
olaces  information  regarding  in- 
vestments and  speculation  at  their 
disposal. 

My  advice  to  my  clients  is 
based  upon  long  experience. 

My  means  of  information  as  to 
market  conditions  through  my 
thousands  of  miles  of  private 
wire  are  unsurpassed. 


Short  Stem 
Flower  Holders 

Suitable  for  Pansies,  Violets, 
Nasturtiums,  Lilies  of  the  Valley, 
Sweet  Peas,  and  other  short  stem 
flowers. 

A  splendid  assortment  to  choose 
from.  In  crystal  glass,  if  you 
want  the  stems  to  show,  and  the 
green  if  you  don't  want  them  to 
show . 

We  have  ordered  these  espec- 
ially for  Easter. 


Now's  the   Time  ! 

Delay  is  dangerous.  Your 
home  may  catch  fire  before  you 
get  your  goods  insured  ii  you 
wait— do  it  to-day. 


Berries  for  Dessert 
of  Course 

They  will  be  the  best  part  of  the 
dinner  for  months  to  come,  and  if 
properly  served  in  Crystal,  with 
the  ripe  luscious  fruit  sliowing 
thro'  the  clean  sparkling  glass- 
will  prove  far  more  tempting  and 
appetizing  tlian  when  served  in 
China.  You'll  find  a  beautiful 
display  of  new  IJerry  Sets  and 
Bowls  on  sale  here  to-day- 
enough  10  make  you  berry  hungry 
when  you  see  them  and  the  prices 
are  about  one-half  the  usual. 

Beautiful  thin  etched  Berry 
Bowls  in  two  sizes— with  cut  star 
bottom— very  thin  and  clear— 75c, 
?i.oo,  $1.25,  gi.75  from  $1.50, 
$2.00,  $2.25  and  33.00. 

Colonial  Berry  Sets  in  heavy 
and  polished  glass— consisting  of 
bowl  and  set  berry  dishes—very 
new  and  pretty  at  60c,  75c,  and 
$1.00  from  g  1.00,^1.50  and  $2.00 
set. 

i-pint  Crystal  Cream  Pitchers 
to  match  sets— regular  price  50c, 
to-day  30c. 

Lemonade  Tankards  like  above , 
50c.  from  85c. 


Fashionable 
Garments  at  $20 

The  man  of  critical  taste  can 
find  here  suits  in  the  new  grey 
effects  which  are  so  fashionable, 
as  well  as  strictly  all-wool  cassi- 
meres;  cheviots  and  worsteds,  in 
various  exclusive  designs.  Top- 
coats of  covert  cloths,  unfinished 
worsteds  and  oxfords,  with  the 
best  silk  linings.  Genuine  crayen- 
ette  raincoats,  in  plain  colorings 
or  fancy  mixtures. 

Priced  at  ^20. 


No.  771 


The  Safety 
Of  Money 

is  a  subject  worthy  of  careful 
consideration.  Dollars  come  too 
slowly  to  be  risked  in  wild  cat 
scliemes  or  insecure  investments. 
It  is  a  fact  proven  in  every  day 
experience  that  high  rates  of 
interest  are  paid  only  where  large 
risks  are  involved.  Quite  natur- 
ally the  higher  rate  the  bigger  the 
risk. 

We  pay  3X  per  cent  interest  on 
twelve  months'  certificates  —  as 
high  a  rate  as  any  absolutely  safe 
investment  can  pay  in  these  days 
of  abundant  money.  Anything 
beyond  our  rate  involves  the  ele- 
ment of  chance.  If  you  appre- 
ciate perfect  security  you  should 
deposit  your  spare  funds  with  us. 


No.  773 


Ride  in  Style 
These  Evenings 

in  one  of  our  elegant  new  Car- 
riages. You'll  find  it  the  height 
of  comfort  and  enjoyment.  Our 
Carriages  are  every  one  the  per- 
sonification of  ease  and  comfort, 
yet  are  stylish  in  appearance,  and 
strong  in  every  part.  Expensive  ? 
Bless  you,  no  !  We  guarantee  to 
give  you  more  real  carriage  value 
fnr  your  money  than  you  ever  got 
before  in  all  your  life  ! 

Old  carriages  taken  in  exchange 
for  new.  Scores  of  styles  to 
choose  from.     Step  in. 


Lamar  Park 

Better  hurry— this  is  the  last 
day  of  Cut-price  Sale. 

They  have  gone  like  hot  cakes. 
Think  of  fine  lots  in  a  fashionable 
neighborhood,  with  grand  old 
forest  trees,  going  at  low  prices! 
And  to-day  (this  is  absolutely  the 
last  day)  we  offer  a -discount  of 
m  per  cent,  from  the  established 
prices.  Easy  terms,  too — 20  per 
cent,  cash,  balance  about  as  you 
please,  in  4  years.  $100  earnest 
money  binds  a  trade  and  gets  tlie 
discount.  Go  out  and  look,  any- 
way. Walk  about  under  the  trees 
and  enjoy  the  cool,  fragrant  air. 
Take  Annesdale  cars  to  Central 
and  Brown  Aves.,walk  south  a 
little  and  there  you  ar*. 


No.  774 


Fine  Furs 

At  Low  Prices 

We  almost  hesitate  to  name  the 
values  of  tliese  garments,  because 
of  the  loose  manner  in  which  val- 
uations are  ordinarily  used  in  the 
fur  business.  Sufficient  to  say 
that  the  valuaiiun-figures  which 
we  do  quote  are  the  actual  prices 
which  were  marked  on  these  gar- 
ments originally. 

A  few  examples  are  as  follows  : 

A  fancy  Persian  lamb  Coat  with 
white  waistcoat;  formerly  $300, 
now  $150. 

A  Box  Coat  of  beautiful  broad- 
tail, with  deep  collar  and  cuffs  of 
clear  chinchilla;  formerly  ^750, 
now  $250. 

A  very  beautiful  Chinchilla 
Cape;  formeriy  $650,  now  S325. 

A  fancy  Moire  Astrakhan  Coat; 
foniierly  $210,  now  S105. 

A  very  elegant  Ermine  Coat; 
formerly  SS50.  now  $275. 

We  also  offer  a  few  plain  Short 
Persian  lamb  Jackets,  that  were 
$72.50  and  $82.50;  now  at  ^55 
each. 

Also  some  Persian  lamb 
Blouses,  with  collar  and  lapels  of 
real  chinchilla  and  Japanese 
sable;  formerly  $175,  now  at  $115 
each. 


Not  Blood  Money 
But  Bread  Money 

A  wife  sometimes  shrinks  from 
life  assurance  because  she  thinks 
it  gives  her  an  interest  in  her  hus- 
band's death.  Not  so.  Life  as- 
surance simply  provides  for  the 
family  when,  by  reason  of  old  age, 
or  death,  the  bread-winner  can  no 
longer  provide  for  them.  A  man 
who  denies  this  protection  to  his 
family,  fails  to  realize  the  gravity 
of  his  responsibilities. 

Many  good  companies,  but  only 
one  Best. 


No.  776 


Seenit 
Straw  Hats 

Are  you  ready  for  another? 

It's  worth  your  while  to  buy  it 
to-day,  if  your  present  straw  is 
getting  dingy,  or  frazzled  at  the 
edges.  For  these  brand-new, 
stylish  Seenit  Straw  Hats— the 
popular  rough  style— cost  you 
from  25  to  40  per  cent,  less  to-day 
than  they  ought  to — 

$i.5t.,for  ^2  and  ?2.5o  kinds. 


Your  Trousers, 
Sir! 

They  bag  and  sag  and  they're 
hot. 

It  will  cost  you  only  a  few  dol- 
lars ( 52 .50  to  $7 )  to  procure  a  cdoI  , 
trimly  built  pair  of  summer  trous- 
ers. They'll  fit  you  and  they'll 
Hang  right.  „  .      ,   , 

Or  a  two-piece  Suit  01  the  cool- 
est goods,  prettiest  patterns,  best 
makes.     $7.50  to  $20. 

Bathing  Suits.  All  kinds  of 
Straw  Hats  at  Lowest  Prices. 
All  Men's  Clothing  Needs, 
except  Shoes. 


For  Her,  the 
Wedding  Ring  ! 

That  magic  little  band  is  playing 
an  important  part  in  tliese  days  of 
roses  and  rosebuds  !  Be  sure  that 
yours  will  assay  iSk.  Ours  do  I 
Drop  in  and  see  them. 


No.    779 


Cool,  Snowy 
Dresses  for  Girls 

Just  in,  and  ready  for  any- 
thing— morning  or  afternoon  wear, 
or  an  informal  evening  affair. 

Cool,  crisp  white  lawn. 

At  S3. 50  with  insertion  on  the 
skirt  above  the  hem,  the  blouse 
tucked  and  trimmed  with 
medallions. 

At  $i  the  skirt  with  graduated 
flounce  and  three  rows  of  insertion , 
the  blouse  tucked  yoke  deep  and 
trimmed  with  medallions. 

14,  16  and  iS-year  sizes. 


No.  780 


Women's  Belts 

A  ROUND-UP. 

They  haven't  lost  their  pretti- 
ness  a  bit,  or  their  power  to  add 
a  smart  finishing  touch  to  the 
Summer  gown— even  if  they  are 
half-price,  or  less. 

Various  lots,  small  individually, 
numerous  in   the  aggregate,  are 
thus  grouped  for  quick  sellnig. 
At  50c.  formerly  $1  to  5,i. 

Women's  Belts  of  calfskin, 
suede  and  Russia  call;  in  black, 
white  and  colors.  Buckles  in 
pearl,  nickel,  gilt,  and  gun-metal 
finish.  Some  are  soft  crush  belts, 
silk-lined;  others  bodice  effect 
with  gilt  buttons. 


No.  781 


More   About   Our 
Private  Diamond 
Room 

We've  made  a  comfortable  little 
room  for  showing  diamonds  and 
diamond  jewelry,  where  you  can 
have  at  once  both  privacy,  quiet, 
and  the  brightest  of  daylight.  In 
fact  you  couldn't  get  any  better 
daylight  anywhere  than  we  have 
in  that  room.  We  never  show 
diamonds  by  artificial  light.  It 
makes  a  cheap  diamond  look 
better,  but  we  prefer  to  sell  only 
fine  stones  and  sell  them  for  just 
what  they  are  and  no  more. 


214 


POWELL'S    PRACTICAL   ADVERTISER. 


The  Newest 
Souvenir  Dolls 

Great  excitement  in  the  Toy  de- 
partment yesterday  when  out  from 
the  big  packing  boxes,  in  which 
tliey  traveled  all  the  way  from 
Sonneberg— the  Home  of  Dolls, 
among  the  German  mountains- 
stepped  the  cutest  little  dolls  im- 
aginable,  all  wearing  Tarn 
o'Shanters  with  "Atlantic  City" 
or  "St.  Louis"  lettered  in  gold 
across  the  front. 

Boy  dolls  and  girl  dolls.  With 
golden  curls  or  raven  tresses,  but 
all  with  dimpling,  smiling  faces. 

And  the  little  brothers  and  sis- 
ters have  come  along  with  the 
bigger  ones.  So  there  are  two 
sizes— 25c  and  50c  each.  All 
jointed  and  dressed  with  quaint 
prettiness. 


No.  783 


Satisfactory 
Smokes 

I  take  pleasure  in  making  the 
"A  — I  "  as  good  a  cigar  as  can  be 
bought  anywhere  for  5  cents. 

1^1  j^  customers  take  equal  pleas- 
ure in  the  smoking  of  them. 
They  know  they're  not  smoking 
on  hemp  or  brown  paper. 


Man's  Wear  for 
Warm  Days 

Stand  on  a  street  comer  any  hot 
day,  and  watch  a  hundred  men  go 
by. 

You  can  count  on  your  fingers 
all  tluise  who  know  how  to  dress 
rightly  for  Summer  comfort— and, 
no  matter  what  your  prejudices, 
you  are  bound  to  admire  the  ap- 
pearance of  the  tenth  man,  who 
knows  what  to  wear. 

And  here  are  the  clothes  that 
he  wears— ready  to  make  YOU  as 
comfortable  and  well-dressed  as 
he  is: 

Blue  and  black  Serge  Suits, 
single-breasted,  at  $10  to  $20. 

Double-breasted  blue  Serge 
Suits,  at  $12  to  $22. 

Dark  gray  Worsted  Coats  and 
Trousers,  extremely  light  weight, 
at  $12  andgig. 

Stylish  light-colored  home- 
spuns, in  cream  and  silver  gray; 
double-breasted,  at  $16.50. 


No,   785 


Timely  Diamond 
Offerings 

April  is  the  diamond  month — 
the  lime  when  the  stone  of  senti- 
ment— emblem  of  innocence — is 
in  most  demand  for  birthday  gifts 
or  engagement  rings.  These 
three  pieces  are  illustrative  of  the 
extraordinary  values  which  are 
obtainable. 

No,  I  is  a  white  stone,  in  plain 
Tiffany  mounting,  very  attractive 
in  its  pure  glittering  whiteness, 
3-SJess  1-32;  price,  ?36. 50. 

No.  2  is  a  white  stone,  weigh- 
ing %  karat,  with  plain  Tiffany 
mounting  or  fancy  lielcher,  as  in 
illustration;  price  ^25. 

No.  3  is  a  fine  white  diamond, 
in  either  plain  Tiffany  mounting 
or  the  new  arch  crown  (like  cut), 
weight  3-8,  1-32,  1-64;  an  extraor- 
dinary value  at  this  special  price, 
I50. 


No.  790 


Why  be  Roasted.? 

Don't  you  dread  the  thought 
of  bending  over  a  red-hot  kitchen 
range  this  summer? 

How  much  pleasanter  it  is  to 
possess  a  cool  and  compact  gas 
stove,  one  that  does  all  tlie  work 
of  a  range  without  the  intense 
heat  or  waste  of  space. 

Ask  your  husband  to  come  with 
you  and  inspect  the  Detroit 
Jewel  on  exhibition  at  our  sliow 
rooms,  corner  of  Main  Emd  Seneca 
streets. 

We  shall  be  glad  to  demon- 
strate its  practical  efficiency. 


Five  Thousand 
Yards  of 
Eolienne  38c 
a  Yard 

The  most  popular  dress  fabric 
of  the  season.  Exquisite.  Hand- 
some. 

About  a  week  ago  we  told  you 
of  a  group  of  these  same  goods — 
and  tliey  were  gone  in  a  jiffy.  In 
fact,  the  manufacturers  have  con- 
fessed their  inability  to  accomo- 
date their  output  of  these  Siik- 
and-cottoa  Eoliennes  to  our  de- 
mands. 

They  are  made  with  an  all-silk 
warp,  and  a  fine  mercerized  cotton 
filling  to  give  the  required  strength 
and  lustre.  Indeed,  in  brilliancy 
and  richness  of  lustre  they  rival 
the  Silk-and-wool  Eoliennes  that 
come  from  France,  and  which  sell 
atgi.25  and  $1.50  a  yard.  Made 
on  the  model  of  the  French 
fabrics,  too.     Cool  and  dainty. 

In  white,  light  gray,  champagne, 
reseda,  light  heliotrope,  pink, 
mode,  cadet  blue,  marine  blue, 
Nile  green,  russet  brown,  cardi- 
nal, brown,  light  reseda,  navy 
blue,  new  green  and  garnet,  at 
3SC  a  yard. 


No  Better  Time 
To  Buy  Laces 
Than  Now 

You  can  get  the  charming  filmy 
and  half-heavy  laces  to-day  for 
half  price  ana  less — or  you  can 
wait  until  these  are  gone  and  then 
pay  full  prices  again.  But  laces, 
and  quantities  of  laces,  you  must 
have,  if  you  expect  to  be  in  the 
fashion  this  spring. 

Tlie  new  lot  of  black  antique 
bands  is  a  good  example  of  what 
one  can  save  by  taking  advantage 
of  this  special  opportunity. 

Usually  they  cost  anywhere 
from  25  ci-nts  to  $2  a  yard.  We 
picked  them  up  to  sell  for  15 
cents  to  75  cents  a  yard. 

Straight  bands  and  galons  — for 
making  blouses  or  trimming 
light  cloth  gowns. 


A  Dainty 

Shirtwaist 

"To  Work  around  in." 

That's  the  way  one  woman 
aptly  described  this  neat  little 
shirtwaist  of  dark  blue  percale, 
pin-dotted  in  white.  Yoke,  deep 
side  pleats,  stitched  in  white,  help 
along  its  dainty  workaday  look. 
50c. 


No.  795 


Saturday  Candy 
Pound  Box  29c. 

We  tell  you  this  is  remarkable 
candy  at  tlie  price— that  tlie  same 
grade  will  cost  you  50  or  60  cents 
elsewhere. 

We  know  you  will  believe  this, 
because  you  know  we  do  not  make 
misstatements. 

Saturday  Candy  is  made  fresh 
every  week  to  our  order.  We 
make  our  own  selection,  and 
know  that  every  piece  in  the  box 
is  fresh  and  wholesome. 

There  is  no  profit  for  us  in  this 
candy;  there  can  be  but  little 
profit  for  the  manufacturer. 

Frankly,  we  make  this  special 
price  to  bring  you  into  our  store 
every  Saturday,  for  we  know  that 
after  trj'ing  one  box  you  will 
come  here  once  a  week  at  least, 
and,  finally,  you  will  come  here 
for  everything  you  need  in  our 
line. 

Don't  forget,  on  sale  every 
Saturday,  29  cents  a  pound  box. 


No.  791 


Smart  Straw 
Turbans  $4.98 

And  they  will  no  doubt  find 
ready  takers.  For  every  woman 
wants  one  of  these  smart,  practi- 
cal hats  for  Summer  wear. 

In  wliite  and  fancy  mixed 
straws,  and  a  variety  of  shapes. 
Simple  but  effective  trimmings  of 
ribbon,quiIlsaiid  the  like.  The 
trimmed  hat  opportunity  of  the 
month. 


Of  Two  Evils 

Rather  a  poor  paper  well  hung, 
than  a  good  paper  badly  put  on 
the  wall. 

Both  faults  are  inexcusable  and 
do  not  occur  with  us. 

We  discard  a  soiled  or  damaged 
piece,  our  seams  are  straight  and 
almost  imperceptible  and  our 
stock  is  so  well  chosen  that  we 
have  no  poor  or  ugly  papers  to 
show. 

Then,  too,  the  prices  are  the 
lowest — that's  a  strong  point  in 
our  favor. 


No.  793 


Paris  Novelty 
Dress-Goods 

There's  a  certain  time  of  day 
by  the  sea,  just  before  the  sim 
goes  down,  that  must  have  given 
the  tlress-goods  designers  their  in- 
spiration for  chajigeable  stuffs. 

Just  the  same  effect  you  will 
find  in  those  exquisite  changeable 
voiles  in  the  Little  Dress-Goods 
Salon  — green  threads  underset 
\\\\\\  saffron  color;  gendarme  blue 
with  old  gold,  and  brown  with 
green  and  blue,  $2.50  a  yard. 


A  Daily  Hint- 
Meat  Order 

For  To-Morrow : 
Breakfast     Ham  and  Eggs. 
Dinner — Pot  Roast. 
.Supper     Lamb  Clmps. 

Meats,    Poultry,   Fish. 


More  Than  Likely 
It^s  Here 

That  medicine  you  tried  to  get  at 
so  many  stores  and  couldn't. 
Our  variety  is  pretty  large.  We 
dun't  often  disappoint.  Never  in 
quality  or  price. 

Checks    cashed  ;    money    orders 
issued. 


No.  796 


Sick  Room 
Thermometers 

Every  family  medicine  chest 
should  have  one;  and  of  course 
every  trained  nurse.  Here  are 
Clinical  Thermometers  at  35c. 
that  are  dependable,  and  guaran- 
teed accurate  according  to  the 
accompanying  certificate;  they 
don't  vary  more  than  a  tenth. 
Best  grade  one-minute  Clinical 
Thermometers  at  $1.25  and  $1.50. 


No,  797 


Did  It  Ever 

occur  to  you  tliat  you  can  save 
time,  trouble  and  expense  by 
having  The  Lenox  Hotel  serve 
that  Wedding  Breakfast,  Society 
Dinner,  Club  Dinner,  or  private 
luncheon  you  wish  to  give.'  Our 
private  dining  rooms  with 
exceptionally  good  waiters  and 
an  eye  single  to  give  you  full 
value  for  your  expenditure  are 
very  inviting  inducements.  Call 
on  or  write  to  us  before  com- 
pleting arrangements,  and  we  will 
gladly  ser\'e  you. 


No.  798 


Like  a  Drum 

Did  you  ever  see  a  carpet  wheel  ? 

Ours  is  like  a  mammoth  drum. 

The  sides  are  formed  of  slats, 
to  let  the  dust  out. 

Inside  are  four  broad  shelves. 
The  carpet  drops  from  one  to  the 
other. 

No  points  to  rip  seams  or  break 
the  body. 

Even    carpet  wheels   improve. 

Ours  is  the   latest   and   best. 

Come    out    and    see    it    whirl. 


No.  799 


All  the  Tackle  for 
Trout 

In  a  week  you  may  go  whip- 
ping the  streams  in  Jersey;  on 
April  15th  in  Pennsylvania. 
Meantime  fishermen  will  need  to 
nvt-rhaul  tlieir  tickle — and  what- 
ever yuu  h.ivcn't  we  can  supply. 


For  25  Cents 

You  can  purify  an  ordinary  base- 
ment, ana  do  away  with  all  the 
bad  odors  left  by  the  high  water. 
SANITARY  DISINFECT- 
ING POWDER 
Does  the  work.  Better  than 
chlt)ride  of  lime  and  has  n.>  [)ad 
odor.  Special  price  in  l.trge  lots. 
All  ready  for  use.  Directions  on 
each  package. 


CYCLOPEDIA    OF    RETAIL    AND    LOCAL    ADVERTISEMENTS.         2L5 


Spending  to  Save 

Rather  a  queer  statement,  but 
if  you  figure  the  greater  wear  you 
would  get  out  of  that  kitchen  floor, 
not  to  speak  of  the  cleanliness, 
beauty  and  general  convenience, 
you  would  certainly  come  right 
down  and  get  a  can  of 

PARAGON  FLOOR  PAINT 
(Enough  to  Give  a  Floor  lo  x  15 
Two  Coats  for  75c.) 

Then  the  pantry  shelves,  the 
back  porch,  the  bam,  the  whole 
house— any  part  or  all — how  much 
better  they  would  look,  and  how 
much  better  wear  they  would  give, 
and  how  much  labor  would  be 
saved,  if  they  were  painted  with 
PARAGON  PAINTS 

We  have  just  received  a  new 
shipment,  and  we  invite  inspec- 
tion .  J  ust  look  around  your  place , 
and  count  up  those  shabby  places, 
It  will  pay  you  to  paint  them,  but 
you  must  be  careful  to  get  good 
paint,  and 

"YOU  CAN  GET  IT  AT 


No.  803 

A  Great  Glove 

Since  Gloves,  like  people,  need 

an  introduction  to  make  new  ac- 

quaintances,   we    introduce     our 

regular  $1.50  gloves    through    a 
special  price— Si. 15. 

They'll  cling  to  their  good  ap- 

pearance   with    a    fastness     that 

establishes    their  claim  to  $1.50 

quality. 

Quality's  the 
Point 

we   have    in    view    when    buying 
candy. 

"  Is  it  good?"  is  the  question 
we  ask  the  salesman. 

Candy  man  called  Monday  and 
sold  us  a  lot  of  choice  quality 
creams  and  chocolates. 

Arriving  to-day : 
A  few   boxes  of   Maple  Walnuts 

at  40c. — heavy  chocolate  coat- 
ing, walnut   and   maple   cream 

center. 
Some     Mapleines— sa  m  e    thing 

without    the    wa  In  u  ts — 30c. 

per  lb. 
'Nother    I  o  t   of    Bitter    Sweets, 

assorted  flavors — caught  instant 

favor  at  40c. 

And  we've  a  nice  lot  of  oranges 
and  bananas — 25c.  and  30c. 


The  Call  of 
The  Garden 

Everybody  who  has  a  garden — 
acres  and  acres  of  green,  or  a 
window-box— is  obeying  Nature's 
summons  these  Spring  days. 

Now  is  the  time  to  prepare  for 
delight  all  Summer. 

But  the  best  care,  the  best  luck, 
the  best  weather  cannot  make  a 
successful  giowth  unless  the 
plants,  bulbs  and  seeds  you  put 
in  the  ground  now  are  healthy 
and  right. 

Rose  bushes  at  15c.  each. 

Two  for  25c,,  Si. 25  dozen. 

Magnolias,  S5C.  each.  Aialeas, 
35c  each. 

Rhododendrons,  45c.  each. 

Hydrangeas,  20c.  each. 

Cannas,  5c.  each.  Tuberoses, 
IOC.  dozen. 

Hardy  Garden  Lilies,  loc.  each. 


At  Some  Time 

during  the  life  of  every  one  comes 
an  opportunity  for  making  nioiiey. 

Only  those  with  funds  available 
are  in  a  position  to  take  advantage 
of  such  opportunities. 

Are  you  in  such  a  position  ? 
If  not,  get  ready  for  your  next 
chance  by  opening  an  account 
with  the 

INDIANA  TRUST 
COMPANY. 

3  per  cent,  interest  allowed  on 
deposits  of  25  cents  and  upward, 
compounded  semi-annually. 


Spring  Clothes ! 

A  little  early,  perhaps,  but 
they're  ready— all  the  new  things 
-  fresh  from  our  own  tailors,  too. 
We  not  only  design  them,  but 
make  them  as  well — factors  which 
make  Capper's  ready-to-wear  gar- 
ments different  from  others. 

Business  Suits.  Top  Coats. 
English  Walking  Suits. 

To  order  from  $15  up. 


Those  Petticoats 
at  98c.  Come  and 
See  Them  Made 

Regarding  the  exhibition  of  skirt 
making  on  the  suit  floor  one  of 
Monday  '  s  papers  said  : 
"Women  watching  these  girls 
at  work  see  a  petticoat  tumed 
out  every  eight  minutes,  com- 
plete, with  sloped  hips,  ruffles, 
flounces  and  felled  seams  -  a 
better  all-round  job  than  a 
skilled  worker  would  make  in  a 
day  with  ordinary  m:;ans.  They 
see  that  the  machine  does  ihe 
work;  all  the  operator  does  is  to 
guide  the  goods  and  regulate 
the  speed.  They  see  that  here 
is  the  secret  of  the  store's 
ability  to  quote  low  prices." 
You'll  enjoy  this  exhibition; 
you  ought  to  buy  one  or  two  of 
the  skirts  for  ordinary  wear; 
they're  marvels  of  goodness  at 
the  price,  gSc. 


No.  808 


Our  I3  Derbies 

So  far  as  we  can  learn,  our  $3 
Derby  costs  more  to  make  than 
any  other  sold  in  Chicago. 

One  reason  why  it  gives  more 
wear  than  any  other  $1  Derby. 

Spring  shapes  in  soft  hats 
ready,  too. 


Buster  Brown 

Suits 

This  popular  new  style  for 
boys  3  to  6  years  is  here  in  great 
variety  of  fabrics  and  prices — but 
ours  are  different  than  you  will 
see  elsewhere — a  natty  turn-down 
cloth  collar  under  the  regulation 
white  linen  one — so  the  suit  may 
be  worn  either  way  and  be  quite 
correct  and  sightly.  Our  patrons 
are  critical,  and  they  notice  these 
little  points. 

Send  for  our  new  spring  cata- 
logue. 


Vacation 
Petticoats 

The  three  new  ones  just  ar- 
rived were  specially  designed  for 
going-away  days. 

A  Seersucker — 4gc.  instead  of 
6qc.  For  tramping  across  fields 
and  over  country  roads.  The 
correct  length  for  wearing  with 
the  walking  skirt.  Two  stitclicd 
rufties  on  the  bottoms  of  the  um- 
brella flounce,  give  fullness  c)f 
foot,  so  tl»ere's  some  style  about 
it,  too. 

A  Satteen — jqc.  instead  of  ^(. 
For  afternoon  wear  with  most 
any  dress,  as  it  comes  in  preiiy 
colors,  as  well  as  black.  A  good 
airing  and  an  occasional  shaking 
will  be  all  the  laundry  work  called 
for.  Think  of  ttiis  convenience 
at  a  summer  boarding  house. 

A  Mohair  —  ?2  75  instead  of 
$3.50.  For  the  trip  to  the  Fair 
here's  the  only  skirt  besides  the 
short  white  one — that  you'll  need. 
Always  dressy — always  ready.  In 
gray  and  black;  finished  with  deep 
accordion  pleated  flounce. 


No. 

811 

Goodness 

at 

^15 

Good  is  good — 

Good   suits  at 

are    good— we  've 

moderate  prices 
full    stocks   of 

Good    suits     whose     moderate 
prices  have  been  revised  down — 
that's  better 

Many   such  at  different  prices, 
especially  at  the    bottom    price, 
^15. 

Same    sort    of    scale-down    in 

boys'  suit  prices. 

No.  812 


Black  Goods 
Remnants 

No  piece  of  dress-goods  ever 
comes  out  exactly  even  after  dress 
lengllis  have  been  cut  off  for  ten 
or  a  dozen  different  people. 
From  2  Yz  to  5  yards.  What  shall 
we  do  with  them  ? 

The  best  solution  of  the 
problem  that  we  know  is  to 
change  the  prices  and  put  them 
all  out  on  a  Main  Aisle  table — 
voiles,  Lyons  grenadines,  eta- 
mines,  challis,  mohair,  Silicians, 
cheviot,  serge — no  matter  what. 

This  has  been  done  to-day. 
Dozens  of  skirt  lengths  and  waist 
lengths — and  a  good  many  full 
dress-patterns  you  can  buy  for 
less  than  usual. 


Trimmed  Hats 

At  $5  and  $6 

The  appreciation  of  our  Mil- 
linery Store  increases  steadily. 
This  potent  fact  brings  more  and 
more  admirers : 

Here  at  i?5  and  $b  are  charming 
Hats  that  look  as  though  they 
cost  $\o  to  $15. 

The  rapidity  of  their  departure 
tells  what  women  think  of  them. 

Two  hundred  more  trimmed 
hats— careful  copies  of  Paris 
models — take  the  stand  of  honor 
to-day. 

Every  sort  that  is  st>'lish— the 
new  shapes,  the  new  shades,  the 
new  trimmings.  Lingerie  and 
Pf»lo  and  Folded  Brim  Hats  in 
plenty. 


We  Try 

to  Anticipate 

the  ^vants  of  people  in  search  of 
particular  printing,  and  endeavor 
to  give  each  individual  customer 
just  what  he  desires,  without  any 
ifs  or  ands  about  it.  If  you  don't 
know  exactly  what  you  want,  our 
experience  of  24  years  is  at  your 
service. 

Trial  orders  convince  you  and 
satisfy  us  every  time. 


Easter  Novelties 
Half  Price 

For  those  who  desire  to  remem- 
ber their  friends  with  a  small  but 
appropriate  Easter  gift,  here's  a 
buying  opportunity  that  will  sure- 
ly make  bargain  history.  Main 
Floor. 

Dainty  and  useful  articles  of 
sterling  silver,  particularly  appro- 
priate for  remembrances— selected 
to  please  either  man  or  woman , 

We  hope  to  have  enough  to  last 
all  day,  but  then  you  must  bear  in 
mind  that  seasonable,  striking 
silver  articles  at  these  prices  will 
create  an  unusual  demand.  Arii- 
clcs  put  up  in  fancy  boxes  and 
ribbons. 

H  undreds  of  50c.  articles  at  25c. 


No,    81 G 


No.    817 


Warwick 
China  Dinner  Sets 

just  received — large  invoice.  No 
dantier  decorations,  no  finer  nor 
thinner  material ,  no  better  shapes 
made  in  all  America,  than  War- 
wick Cliina^-considering  the  low 
prices — $10  for  a  beautiful  dinner 
set,  $5  for  a  lovely  toilet  set  in 
thai  ware.  Of  course  we  have 
higher  and  lower  price  sets. 

Here's  an  opportunity  for 
lovers  of  odd  plates.  We  have 
selected  about  100  richly  decorated 
China  plates  that  formerly  sold 
for  51.50,  ^1.25,  $1.00  to  75c;  you 
can  have  your  choice  for  50c.  each . 

At  that  price  you  should  have 
your  china  closet  and  plate  rail 

chuck  "  full. 


A  Hot  Iron 
A  Cold  Handle 

The  hood  of  the  Asbestos  Sad 
Iron  is  lined  with  asbestos,  the 
best  non-conductor.  This  lining 
keeps  the  heat  from  passing  out 
the  sides  or  top.  The  only  place 
it  can  get  out  is  at  the  bottom, 
just  where  you  want  it.  The 
cores  are  solid  cast  iron,  not 
hollow  like  some  other  makes, 
and  therefore,  when  once  heated, 
they  hold  the  heat  longer. 

3^1.75  Set  of  Three  Irons, 


No.    818 


Daffodils 

all  a-bloom  and  splendidly  grown 
in  pots  are  my  specialty  this 
week.  You'll  be  glad  to  know 
these  handsome  Daffodils 

ARE  OUT 
and  that  I  am  offering  them  now 
at     specially     atliactive     prices. 
Order  to-day  and  I'll  deliver  with 
equal  promptness. 


216 


POWELL'S    PRACTICAL   ADVERTISER. 


Xo.  827 


You  Are  Eating 
Your  Pots  &  Pans 

Think  that  over. 

The  wear  of  your  cooking  and 
serving  utensils  goes  into  the 
food — except  the  part  of  the  wear 
that  goes  into  the  dishprin.  And 
much  of  that  frictional  wear  isn't 
washed  out.  Take  your  best- 
washed  utensil— it  isn't  clean.  If 
it  were  going  to  be  silver-plated, 
for  instance,  it  would  need  to  be 
scoured  with  acid,  else  the  silver 
couldn't  hold  on  because  of  dirt. 

Here's  safety  and  reliefs 

Pots,  pans,  griddles— all  the 
needed  utensils  —  made  of 
aluiuinmn. 

Aluminum  pots  and  pans  cost 
very  little  more  than  other  good 
sorts — will  last  longer  than  any- 
thing except  copper — will  stand 
bumps  and  dropping  better  than 
anything  else — and,  if  particle  by 
particle,  you  are  eating  your  pots 
and  pans  the  diet  of  aluminum  is 
the  only  harmless  one. 

Don't  buy  "cheap"  aluminum 
articles — the  metal  is  the  same, 
hut  a  vessel  must  have  strength, 
else  it  will  bend. 

(Descriptions  and  prices.) 


Books  For 

Easter 

Giving- 

A    gracefu 

1    custom— g 

V  in  g 

books   at  Kaster.    And  it 

grows 

in  favor. 

Books    in 

Fine    Bindings   are    | 

here-  classic 

and  modern 

works, 

handsomely, 

individually 

bound 

by    famous 

bookbinders 

from 

$2.50   a   volume,   up  to  a 

set  for 

S400. 

Scrapbook 
Pleasure 

There's  profit,  too,  in  having  a 
scrapbook  handy— one  ready  to 
hold  the  clippings  on  any  subject 
and  bring  tliem  to  your  notice 
when  most  needed  by  you. 

In  office,  shop  or  home  they 
make  themselves  useful. 

Several  new  kinds  of  scrap- 
books  are  here  ready  for  your 
inspection  and  use. 

Some  ready  gummed;some  witli 
pockets;  some  plain  and  many 
that  are  fancy. 

Al  kinds  from  loc.  up.  Special 
ones  at  25.  50,  75c. 

Albums  for  holding  your  souve- 
nir postal  cards  also. 


New  Go-Carts 

Ready  with  the  1904  Gn-Carts 
and  Baby  Carriages.  Bloch  and 
llcywood  makes,  which  are,  by 
long  odds,  the  liest.  The  auto- 
mobile gear  is  as  light  and  easy- 
running  as  a  bicycle.  Canic  out 
last  year.  It  is  on  the  new  go- 
carls  and  bahy  carriages,  Si/es 
of  lire.s  arc  Y^  inch,  J^  inch  and 
■}s  Mich. 

The  Artillery  wheel  is  a  new- 
ness. A  substantial  wood  wheel 
with  shaved  spokes  and  heavy 
rubber  tires.  The  new  finish  is 
Brewster  green,  a  shade  darker 
than  last  year's.  The  whole  get- 
up  effective  and  as  comfortable 
as  vou  please. 

Go-Carts,  $5  to  #40. 

Carriages,  $10  to  ?25. 

Folding  Carts,  ?3.5o  to  f.8.50. 


The  Man  Behind 
the  Bar 

Delights  in  serving  New  England 
Beer.  He  sells  it  as  it  is  sold  to 
him,  guaranteed  to  be  absolutely 
pure.  This  guarantee  is  substan- 
tiated by  leading  chemists  and 
physicians  who  have  analyzed  the 
beer  and  given  their  hearty 
endorsements  for  its  purity  and 
liealthfulness. 

Obtainable  at  best  Hotels, 
Clubs  and  Caf^s, 


Men's  Hats 
in  New  Shades 

Colors  promise  to  rival  black  in 
the  fashions  for  Spring  — our  se- 
lections contain  a  splendid  repre- 
sentation of  all  the  best  favored 
shades. 

The  Colbert  Derbys  and  Fedo- 
ras, S3. 00. 

The  M.  F.&  Co.  Derbys  and 
Fedoras,  %s,  00. 

The  latest  blocks  are  now  being 
shown  in  the  "Colbert"  Silk 
Hats  at  S6.00,  and  the  "Colbert" 
Opera  Hats  at  ge.oo  and  58.oo. 


Your  Vest,  Sir 

One  of  the  most  important  parts 
of  your  suit  is  the  vest. 

Whether  plain  or  fancy — the 
vest— what  is  seen  of  it — sliould 
be  in  perfect  keeping — not  only 
with  the  rest  of  the  suit — but  with 
its  wearer's  individuality. 

Now— for  instance*— in  the  mat- 
ter of  fancy  vests  our  long  ex- 
perience in  just  what  goods  to 
use — in  just  what  is  most  fitting 
and  in  good  form  — comes  in  most 
opportunely  to  serve  your 
interests. 

These  Fancy  Vests  are  made 
expressly  to  our  order — of  goods 
of  our  own  selection— and  are 
exclusively  an  "S  &  S."  product. 

Make  and  Fit  are  beyond 
criticism  ! 

The  Season  is  here  and  so  are 
these  Fancy  Vests. 

Extra  buttons  with  each  vest. 

The  prices  from  ?i.5o  to  $4. 


A  Special  loc. 
Sale  of  Drugs 

A    sale  tlmt  gives   you   choice 

nf   a 

4  07..  bottle  of  Bay  Rum. 

4  f)Z.  bottle  of  Brown  mixture. 

3  0/..  bottle  of  paregoric. 

3  o/.  bottle  campliorated  oil. 

3  oz.  bottle  carbolic  acid. 

4  oz.  bottle  glycerine  and  rose- 
water. 

3  o7..  bottle  pure  glycerine. 

2  oz.  bottle  vanilla  extract, 

25c.  bottle  White  Pine  and  Tar 
Cough  Remedy, 

Vou  who  have  bought  these 
goods  elsewhere  know  the  regu- 
lar prices,  and  will  readily  see 
li((W  big  a  saving  you  can  effect 
by  taking  advantage  of  this  spe- 
cial ifx:,  sale. 

Other  special  drug  offers — 
Acker's  Cough  Remedy,  bottle  5c. 

Merck's  pliosphate  soda,  1- 
lumnd  box,  iz%c. 

\  5c.  box  of  Slippery  Elm  Loz- 
enges and  a  5c.  box  of  Menthol 
Cough  Drops,  botfi  for  5c. 


Good  Stoves, 
Low  Prices 

If  you  know  us  at  all ,  you  know 
that  we're  very  careful  about  the 
statements  we  make  in  our  adver- 
tisements —  that  when  we  say 
■'  high  quality  "  you'll  find  high 
quality  here  ;  and  that  when  we 
print  "low  prices"  in  the  paper 
iliere  are  real  low  prices  in  the 
store  to  justify  it. 

We  say  that  ours  are  good 
stoves— high  quality  heaters— and 
that  our  prices  are  really  low  for 
the  sorts  of  stoves  we  sell.  We 
mean  just  that— no  more,  no  less 
— and  the  more  you  look  around 
among  the  stove  stocks  of  this 
town,  the  more  certain  you'll  be 
that  what  we  claim  is  true. 

New  Coal  Stoves  at  $4.75,  S-oo, 

5  50,  6.00,  6.50,  7.50,  S  50,  Q.OO, 
10.00,  12  00,  14  00,  16.50,  18.50, 
20.00,  25.00,  2S.00. 

New    Wood   Stoves    at   $5.50, 
6,00,  7.00,  q  00,  12  00,  13  50. 
Second-Hand  Stoves  at  ?3.oo, 

6  00,  S.oo,  10.00,  12.00,  15.00, 

Vour  money  back  if  you  want 


Get  Your  Boy 
Ready  for  Easter 

There's  a  degree  of  snaji  and 
style  to  our  Boys'  Clothing  that 
.ippeals  to  the  boy's  heart  just  as 
strongly  as  do  the  prices  to  the 
parents'  ideas  of  economy. 

A  blue  serge  suit  with  Norfolk 
jacket  and  bloomer  trousers,  the 
full  baggy  kind,sizes9  to  16  years, 
to-morrow,  ^3  45. 

Tan  top  coats  and  reefers,  all 
sizes  from  2%  to  16  years,  cut  full, 
in  all  the  new  shades,  $2  95. 

The  highest  grades  of  boys' 
sailor,  Norfolk,  double-breasted 
or  Russian  suits,  all  sizes  from 
2J4  to  16  years,  ?4.g5. 


Special  Sale  of 
New  Domestic 
Made  Lace 
Curtains 

We  placed  our  orders  for  this 
lot  of  Lace  Curtains  when  cotton 
was  worth  Sc.  a  pound,  making  i* 
|)ossihle  for  us  to  offer  them  to 
you  at  very  low  prices.  Cotton  is 
now  worth  17c.  a  pound — the 
highest  price  since  1S75 — and 
there  is  no  indication  of  a  decline. 
.Some  "wise  heads"  even  pre- 
dict an  increase  to  20c.  Run  this 
over  in  your  mind  and  we  believe 
you'll  agree  with  us  that  now  is 
the  time  to  buy.  Remember  that 
had  we  not  placed  our  orders  be- 
fore the  increase  in  cotton,  we 
could  not  offer  these  lace  curtains 
at  the  following  low  prices  : 
(Descriptions  and  prices.) 


We  Propose  to 
Bachelors 

that  they  let  us  take  care  of  their 
soiled  linen  for  them  for  the  year 
igo4--and  later.  We  are  adepts 
at  everything  that  pertains  to  up- 
to-date  laundry  work;  we  not  only 
fuaranteeyoii  GOOD  service  but 
'KOMPT  service  as  well;  and 
you'll  find  us  very  low-priced 
about  it.  Ask  for  special 
"bachelor"  rates. 


Exactly 
Right 


The  difference  between  "Very 
Near  Right"  and  "Exactly 
Right"  in  glasses  is  the  difference 
between  failure  and  success.  You 
get  "Exactly  Right"  glasses  when 
you  come  to  us — we  guarantee  it. 

Open  evenings. 

\\'e  grind  all  cur  own  glasses. 


Men  Who  Cannot 
Afford  to  Be 
Without  Insurance 

MEN  WITHOUT  PROP- 
ERTY, with  a  wife  and  chil- 
dren or  other  dependents. 

MEN  WITH  PROPERTY,  but 
not  enough  to  yield  an  income 
that  would  support  their  fami- 
lies by  itself,  and  realize  that 
their  death  will  instantly  stop 
its  increase. 

YOUNG  U  N  M  A  R  R  I  E  D 
MEN,  who  wish  to  make  sure 
that  iheir  mothers  or  sisters,  or 
the  families  they  probably  will 
have,  will  not  be  left  in  want ; 
or  to  have  money  to  set  up  in 
business  in  ten  or  fifteen  or 
twenty  years, 

PROSPEROUS  MEN,  who 
think  they  will  never  need  it, 
but  may  be  mistaken. 

KENEV'OLENT  MEN,  who 
wish  to  leave  a  sum  to  institu- 
tions or  to  friends  without 
breaking  into  their  estate. 

FAK-SIGHTED  MEN,  who 
wish  to  save  up  money  to  be 
paid  to  them  at  an  age  when 
failing  powers  may  prevent 
them  from  earning. 

IN  THE  TRAVELERS 

Premiums  are  as  low  as  is  com- 
[i.itible  with  safety,  and  results 
.lie  guaranteed. 


Women 
Know 

How  quickly  the  while  lining 
on  the  inside  of  a  cast  iron 
reservoir  chips  off.  leaving  the 
iron  exposed  to  the  water,  which 
quickly  rusts  it. 

The  Majestic 
Reservoir 

is  made  of  hea\*y  slieet  copper, 
nickel-plated  on  the  outside  and 
tinned  on  the  inside.  There  is 
never  any  danger  of  its  rusting. 


Easter  Sunday 
Near  at  Hand 

The  most  important  date  in  the 
t.iiloring  world  comes  earlier  this 
year  than  usual. 

APRIL  3d. 
Therefore  you  want  to  place  your 
order  quickly,  as  the  new  styles 
are  settled  and  the  exclusive  pal- 
terns  are  all  here.  As  you  know, 
it  does  not  pay  to  hurry  the  mak- 
ing of  good  garments.  We  offer 
you  hand-made  coats,  built  by 
expert  tailors  to  stay  in  shape,  at 
special  reduced  prices  it  you 
<.rder  NOW.  Call  and  see  the 
special  suit  we  are  making  at 
?25.  Others  will  charge  ^35  for 
the  same  \'alue. 


CYCLOPEDIA    OF    RETAIL   AND    LOCAL   ADVERTISEMENTS. 


217 


A  Heat  Pointer 

Do  you  realize  what  a  differ- 
ence it  would  make  in  the  warmth 
of  your  kitclien  in  the  morning  if 
you  left  ymir  reservoir  full  of 
water  and  let  it  boil  all  night  ?  In 
the  Majestic  Steel  Range,  the 
reservoir  being  on  the  left-hand 
side,  right  next  to  the  fire,  will 
heat  water  much  quicker  than  if 
it  was  on  the  right-hand  side;  in 
fact,  it  is  the  only  stvle  of  reser- 
voir in  which  the  water  will  ever 
boil. 

Price  $53.00  up. 


Wash-Day  Grief 

What  an  exasperating  thing  it 
must  be  for  a  woman  on  wash- 
day after  getting  all  ready  for  the 
week's  washing  to  find  the  family 
tub  has  shuffled  off  its  iron  hoops  ! 
But  wood  will  shrink  and  hoops 
will  fall. 

However,  the  old  fashioned 
wooden  tub,  though  dear  to  tlie 
heart  of  the  wash  woman,  like 
the  old  oaken  bucket,  is  a  thing 
of  tlie  jiasC, 

Science  and  skill  have  come 
along  with  the  new  ealvanized 
iron  wash  tubs,  whicn  are  far 
superior  in  every  way  to  a  wooden 
tub,  as  they  never  leak,  rust  or 
break,  and  there  are  no  hoops  to 
fall  off.  Besides  this,  they  are 
much  lighter  and  easier  to  handle 
than  a  heavy,  clumsy  wooden  one. 

Of  course  we  sell  wooden  tubs 
if  you  want  them,  best  quality, 
too,  but  we  sell  ten  galvanized 
iron  tubs  to  one  wooden  one,  be- 
cause they  are  better  all  'round 
for  hard  use  and  long  service. 

70 — 75 — So  cents. 


The  man  who  doesn't  know 
exactly  what  he  wants  can  put  in 
a  pleasant  quarter  of  an  hour  at 
this  store  finding  it. 

We're  showing  new  spring 
business  suitings  by  hundreds; 
all  the  good  sorts  of  fabrics,  pal- 
terns  and  color  effects. 

Business  suits,  tailored  to 
measure  and  warranted  to  fit,  $20 
and  up. 

Pressed  and  kept  in  repair  for 
a  year. 


If  You   Die 

Payments  Cease 

Protection  ybr  Fainilies. 
In  all  purchases  made  from  us, 
from  this  date  on  and  until  fur- 
ther notice,  where  the  purchaser 
is  a  married  man,  living  with  his 
wife  or  children  and  supporting 
them,  and  payments  have  been 
promptly  and  regularly  made  up- 
on the  purchase  for  a  period  of 
six  montlis  continuously  from  the 
date  of  the  purchase,  we  will,  up- 
on satisfactory  proof  of  the  death 
of  such  purchaser,  and  the  fact 
that  he  was  supporting  a  wife  and 
family  at  the  date  of  his  death, 
if  he  is  not  in  default  of  any  pay- 
ments up  to  said  time,  cancel  the 
balance  of  any  indebtedness  on 
such  purchase  from  the  date  of 
such  death.  This  policy  is  a  de- 
cided innovation  in  retail  mer- 
chandising. It  will  probably  be 
copied,  as  is  every  good  thing  we 
do. 

We  trust  the  people. 


Appetizing 
Eatables 

tjiring  delicacies,  that  tickle  the 
palate  and  bring  tlie  perfect  joy 
of  a  contented  stomach.  Fresh 
as  the  fust  breath  of  a  countiy 
morning. 

Butter  with  the  flavor  of  green 
pastures,  25  cents  the  pound. 

Eggs  fresh  from  our  own  poul- 
try farm,  20  cents  the  dozen. 

Peas,  beans,  roasting  ears — all 
kinds  of  seasonable  vegetables, 
still  wet  with  the  morning  dew — 
fresh  every  day. 

Strawberries — th  e  kind  that 
melt  in  your  mouth,  red,  ripe  and 
delicious,  15  cents  the  quart. 

.•\t  the  store  where  everything 
is  fresh  and  clean. 


About 

Our  Bedding 

We  are  very  proud  of  our  bed- 
ding, wliich  is  made  in  our  own 
factory  under  the  best  sanitary 
conditions.  There  are  no  indif- 
ferent methods  tolerated,  and  we 
see  to  it  that  everything  that 
enters  into  tlie  making  of  the  bed- 
is  sanitarily  pure.  We  guarantee 
the  quality  and  durability  of  mat- 
tresses, bolsters  and  pillows  — and 
everything  else  in  the  bedding 
line. 


NO.  841 


Banking^    by    Mail 

Has  Penetrated 

to  the 

Interior  of  Russia 

A  Russian  merchant  saw  an  ad- 
vertisement of  the  Union  Savings 
Bank — with  a  list  of  its  directors 
— and  at  once  sent  $200  for  de- 
posit. 

He  wanted  his  money  in  a  bank 
where  it  would  be  absolutely  safe 
and  where  it  would  earn  4  per 
cent,  interest. 


No.  842 


Be 


Is  an  ideal  all-the-year-round 
sport.  Invigorates  mind  and 
body  in  tlie  languid  days  of  sum- 
mer. Come  down  and  try  the 
new  alleys  for  an  hour  or  two. 


Woman's  Lace 
Lisle  Hose — 

ANOTHER   NEW   SHIP- 
MENT. 

About  100  dozen  women's  solid 
black  lace  lisle  hose,  with  im- 
proved garter  top,  and  silk  em- 
broidered lisles,  fancy  stripe  and 
figured  hose  in  great  variety  will 
be  on  sale  to-day.  The  best  values 
we  have  ever  had  ;  our  own  im- 
portation. If  you  favor  lace  lisle 
hose,  now  is  a  splendid  chance  to 
supply  yourself.  More  pretty  pat- 
terns than  we  have  shown  before 
this  season  ;  65c.  and  75c.  grades. 
To-day,  48c. 


Germany  Makes 
the  Best  Linen 
Mesh  Underwear 
in  the  World 

— and  tlie  kind  we  have  to  sell  is 
the  original  linen  mesli  of  which 
all  others  are  copies  ;  coming 
direct  to  us  from  the  manufacturer 
in  (."ologne,  and  made  to  our  spe- 
cial specitications. 

We  liave  tried  other  makes  from 
time  to  time,  hut  now  drop  tliem 
all  for  this  original  brand  wbicli  is 
tlie  best. 

//  V  are  speaking  of  men's  itn- 
derwear  only. 

I.inen  mesh  does  not  mean  all 
linen,  as  it  is  necessaw  to  have 
some  cotton  in  the  cloth.  This 
f>riginal  maker  uses  65  per  cent 
linen  in  these  garments,  except 
the  very  light  weight,  which  is 
only  half  linen,  and  the  fish-net, 
which  is  vei-y  open  and  nearly  all 
linen. 

The  size  of  the  mesh  varies,  also 
the  weight  of  the  cloth,  and  the 
prices  run  #2.25,  ^2.50,  %i  and 
;f3-25  a  garment. 

Tlie  salesman  will  tell  you 
which  kind  is  best  suited  to  your 
needs. 


Almost 
Everybody 

Concedes,  the  advantages  of  Life 
Assurance. 

Many  people  intend  to  have  a 
policy  some  day — 

But  "some  day"  finds  them 
dead  or  not  assurable — 

Destitute  widows  and  orphans 
pay  the  penalty — 

Or  a  good  business  is  wrecked 
because  of  a  lack  of  ready  cash-^ 
^'ou  knowtliis  is  true— you  know 
it  happens  every  day — 

Could  it  happen  to  you? — 

Are  your  family  and  business 
provided  for? — 

Call  iir  write.  "Do  it  to-day." 


Appearances 

Some  women  buy  a  steel  range 
because  it  looks  very  attractive  as 
it  stands  on  the  store  floor.  Lots 
of  nickel  plating  to  show  it  off 
and  catch  the  eye.  Did  you 
ever  stop  to  consider  how  much 
this  plating  costs,  how  hard  it  is 
to  keep  clean,  and  how  little  it 
improves  the  cooking  qualities  of 
a  range?  The  "  Majestic"  man- 
ufacturers do  not  believe  in  this 
nickel  trimming  ;  they  spend  their 
money  on  improving  the  inside  of 
their  range.  We  have  sold  this 
range  for  seventeen  years  and 
during  that  time  the  4000  users 
have  not  paid  out  $10.00  for  re- 
pairs. 


No.  84 T 


The  clothes  you  buy  here  will 
he  tailored  right  up  to  the  date  of 
your  order  ;  because  being  made 
to  measure  our  cutters  give  them 
the  ziery  latest  style. 

Styles  change. 

Example— The  "  dead  "  raglan 
overcoat. 

How  can  "Ready-made"  stores 
give  you  the  latest  style? — their 
clothes  are  made  up  in  advance. 

Suits  or  overcoats  MADE  TO 
ORDER,  from  $15  up. 

H  it's  a  Loftus' — it's  "up-to- 
date." 


The  Lining 
Question 

Fashion  says  diaphanous  ma- 
terials for  the  Summer  of  1905 
and  for  evening  dress  from  now 
on.  Man  reads  this  dictum  and 
says:  "Humph,  transparent  stuffs 
again:"  Woman  reads  and  says: 
"Dear  me,  that  means  silk  lin- 
ings." 

The  silk  foundation,  now  may 
be  purchased  for  a  very  small 
sum  if  one  is  only  on  the  qui 
vive  for  a  bargain.     For  instance: 

To-day  we  will  sell  Lining 
Silks,  all  colors,  including  black 
and  white,  a  silk  that  is  guaran- 
teed to  wear,  fur  42c  a  yard.  We 
have  about  3,000  yards,  whicli 
will  go  at  this  price.  Regular 
figure,  58c. 

At  the  Lining  Counter. 


The  Way  to  Buy 
a  Dinner  Set 

is  to  select  one  of  our  stock  pat- 
terns which  we  sell  as  you  want 
it,  and  buy  what  pieces  you  need 
for  present  use  —  then,  as  you 
want  more  things, get  them  in  this 
pattern.  The  cost  is  no  more 
this  way  than  to  buy  a  whole  set 
at  once. 

We   have  these   stock  'patterns 
in  all  grades. 


No,  850 


A  Word  of  the 
New  Taffela 
Dresses 

Everybody  knows  by  this  time 
that  Taffeta  Silk  Dresses  and 
Suits  are  to  be  on  Fashion's  emi- 
nence, this  Spring. 

We  knew  it  long  before. 

Tliat's  the  whole  story — the 
reason  that  here  is  the  fullest  and 
richest  collection  of  these  brilliant, 
crepitating  dresses. 

The  reason  for  the  wondrous 
low  prices  is  another  story. 

Taffeta  Shirt-waist  Dresses,  at 
$10,75  to  $35. 

Taffeta  Tailor-made  Dresses, 
at  120  to  fbo. 


Fishes'  Cheeks 

Did  you  ever  try  them  ?  No 
small  bones  to  bother  you.  They 
are  delicious  fried.  They  are  ex- 
cellent in  a  chowder.  Together 
with  cods'  tongues  they  are  the 
most  delicately  flavored  part  of 
the  fish.  They  are  rapidly  becom- 
ing popular,  because  of  their  many 
good  qualities.  No  trimmings  to 
cut  away,  no  waste  of  any  kind. 
All  clear  fish.  Try  them  for  your 
next  order. 


No.  853 


Beautiful 
Lace  Blouses 

A  lace  blouse  is  a  decided  factor 
in  fasliions  this  spring.  Every 
other  woman  will  be  wearing  one 
at  fashionable  gatherings  from 
now  on. 

A  little  beauty  is  of  imitation 
white  Point  Venise  made  over 
white  China  silk.    J7.50. 


218 


POWELL'S    PRACTICAL   ADVERTISER. 


No.  861 


No.  8GG 


Why  We  Chose 
the  Blue  Trad- 
ing Stamps 

The  Blue  Trading;  Stamp  sys- 
tem, devised  by  the  Benedici- 
McFarland  Co.,  is  the  best  in  the 
world.  It  was  not  adopted  by 
Tlie  Big  Store  until  it  had  been 
subjected  to  a  crucial  test  of  severe 
examination  and  carefully  com- 
pared w  ith  all  tlie  others  in  use. 
With  all  trading  stamps  that  are 
issued,  except  tne  Blue  Trading 
Stamp,  it  takes  one  thousand 
stamps  to  complete  a  book,  and 
no  premium  is  given  for  less  than 
one  book.  With  the  Blue  Trad- 
ing Stamp  990  stamps  complete  a 
book.  Moreover,  if  you  wish, 
you  receive  a 

Premium  for  300  Stamps. 

Premium  for  600  Stamps. 

This  obviates  tlie  necessity  of 
waiting  until  an  entire  book  has 
been  collected.  Another  point, 
and  one  that  decided  The  Big  Store 
in  its  choice  of  the  Benedict- 
McFarland  system,  is  that  the 
Blue  Trading  Stamp  obtains  the 
most  practical  and  by  far  the  most 
valuable  premiums. 


Women's  New 
Spring  Hats 

Ready-to-wear  Hats— Newest 
copies  of  the  newest  Paris  models. 
Ever  so  many  of  them.  All  dis- 
tinctive, jaunty  Walking  Hats  in 
the  best  of  colors.  Of  chiffon, 
maline,  straw  and  silk  braids. 

$2  to  S7.50  each. 

Untrhfuued  Hats — 

Exact  duplicates  of  the  shapes 
used  in  imported  chapeaux.  Chip 
and  fancy  straws,  full  of  grace 
and  style,  $1.25  to  $3  each. 


Some  Good  Bu- 
reaus and  Chiffon- 
niers  at  Wholesale 
Prices 

Manufacturers  who  want  to  get 
a  lump  sum  of  ready  money  quickly 
are  often  glad  to  sell  small  quan- 
tities of  furniture  at  cost.  Perhaps 
they  see  a  way  to  make  twenty 
times  as  much  profit  as  they  are 
temporarily  giving  up. 

One  of  those  occasions  has  re- 
cently enabled  us  to  buy,  at  or 
about  the  cost  of  manufacture,  a 
lot  of  very  handsome  bureaus  ami 
chiffoniers,  in  mahogany,  bird's- 
eye  maple  and  golden  oak ;  all 
substantially  made  and  highly 
finished,  with  large,  bevjled, 
plate-glass  mirrors. 


There's  a  difference  between 
finding  your  size  and  finding  what 
you  want  in  your  size. 

It's  generally  llie  case  that  "  if  " 
the  ready-made  double-breasted 
suit  were  single-breasted  you'd 
take  it,  and  "if"  the  cut-awa^ 
suit  were  a  sack  that  would  suit 
the  "  other  fellow." 

Here  you  find  what  you  want, 
have  it  made  as  you  want  it,  and 
made  to  FIT. 

#12.50 — worth  double. 

"Keep-Busy"  Sale  ends  Sep- 
tember 1st. 

Make  tracks  this  way. 

Painstaking  care  makes  Loftus* 
suits  wear. 


375^0.  Instead  of 
^i  for  These 
Mercerized 
Cottons 

No  wonder  every  one  is  talking 
about  them. 

Tke  cotton  is  the  finest  that 
can  be  groT.vn. 

The  inercerizing  is  the  viost 
skillful  that  can  be  done. 

The  iveaving  is  'wonderfully 
perfect  and  varied. 

Vet  the  price  is  only  about  a 
third  of  the  regular. 

Yes,  the  same  things  are  selling 
in  other  stores  right  novj  for  ;?i 
a  yard. 

Meant  for  shirtwaists — but  not 
for  that  alone — the  plain  colors  in 
the  lightweight  will  make  exquis- 
ite summer  gowns. 


Spring  Suits 
for  Boys 

Of  the  "different"  kind. 

One  of  the  leading  manufact- 
urers of  Boys'  Clothing  tells  us 
that  we're  '  entirely  too  particu- 
lar." He  says  that  he  cann^it 
give  us  his  regular  stock;  because 
it  isn't  up  to  our  standard. 

That's  just  it.  We're  willing 
to  be  called  anything,  so  that  we 
get  what  we  want.  Quality,  style, 
workmanship  and  everytliing  else 
are  of  the  best  in  our  Clothing  for 
Boys. 

We  please  the  boy,  and  his 
mother  and  ourselves — hands  all 
around. 

Some  new  arrivals  for  Spring: 

Russian  Blouse  Suits,  with  Eton 
and  sailor  collars;  bloomer  trou- 
sers; of  serges  and  cheviots;  in 
sizes  for  3  to  7  years,  J5  to  JS.joa 
suit. 


Two  Kinds 
of  Milk 

OUR  KIND 

RICHNESS— Before  being  ac- 
cepted at  our  dairy  all  milk  must 
reach  the  high  standard  set  by 
us  for  richness  in  butter  fat.  If 
it  falls  below  tliis  standard  it  is 
rejected. 

PURITY— Milk  as  it  arrives  at 
our  plant  is  passed  througli  a 
fine  quartz  filter  under  pressure, 
which  removes  all  sediment  and 
mast  of  the  germ  life  prevalent 
in  all  milk. 

PASTEURIZATION  —  T  h  i  s 
means     that     every     remaining 
form  of  germ  life  in  the  milk  is 
destroyed  by  a  simple  process  of 
Iieating  it  to  a  high  temperature 
and  then  quickly  cooling.     This 
is  accomplished  without  chang- 
ing the  flavor  of  the  milk. 
OTHER  KINDS. 
There  are  many  of  them. 
We  shall  be  pleased  to    serve 

v<iu  with  ours. 


Chocolates,  20c. 

Our  famous  brand  of  Venetian 
chocolates  at  a  very  low  price, 
Bitter  chocolate  coating  and  rich 
mellow  centers — no  superior  in 
quality  and  workmanship,  twenty 
varieties,  in  i,  2,  3  and  <;  Ih.  boxes, 
per  lb.,  j'_k:. 


Comfortable 
Porch    Chairs 

It  is  our  constant  aim  to  supply 
the  best  porch  furniture  obtain- 
able. 

We  think  our  long  experience 
enables  us  to  effect  this  purpose. 

Our  variety  of  porch  furnishings 
of  every  description  is  unusually 
large  and  handsome. 

These  chairs,  painted  in  red  or 
green,  or  shellaced  on  white 
maple,  are  excellent  illustrations 
of  our  great  stock. 

Substantially  made  rattan  seats. 

Rockers,  Si. 95. 

Chairs,  ?i .85. 


Great  Chance  for 
Book  Lovers 

In  this  splendid  Sale  of  Books 
— the  surplus  stock  of  publishers 
at  special  prices. 

Whether  you  be  a  savant,  or 
just  an  ordinary  fiction-lover 
you'll  be  pretty  sure  to  find  what 
you  want  here.  And  all  are 
bound  in  fit  shape  for  library  use. 

An  unusually  fine  lot  of  novels 
at  25c  each  —  regularly  sold  at 
from  75c  to  Si.oS  each.  Hun- 
dreds of  books — the  list  is  very 
long. 


New  Trefousse 
Kid  Gloves 

A  superb  style  showing. 

The  Trefousse  is  the  glove  for 
particular  men  and  women.  It 
pleases,  whatever  may  be  the 
point  of  view— it's  comfortable 
besides  being  the  acme  of  refined 
elegance.  So  the  judges  at  the 
St.  Louis  exposition  awarded  it 
the  highest  possible  honors. 

Women's  Trefousse  kid  gloves, 
glace  finish,  $1,  $1.50  and  ^2. 

Women's  Trefousse  kid  gloves, 
suede  finish,  J  1.50,  $1,65  and  $2. 

Men's  Trefousse  kid  gloves, 
the  finest  made,  $2  and  $2.50. 


Artistic 

Pearl  Painting 

11.85 

Beautiful  church  scene,  painted 
on  glass  by  the  famous  "  Pearl  " 
method.  Framed  in  gilt,  16  x  20 
inches.  Specially  marked  down 
for  the  present  week  from  ?3.oo. 


Undermuslin 
Clearance 

We've  fairly  turned  things  up- 
side down  in  the  nnislin  under- 
wear section.  Took  the  blue  pen- 
cil and  went  through  the  entire 
stock  bent  on  price  reduction. 
On  the  slightest  excuse  we  re- 
duced the  prices. 

As  an  instance  take  the  muslin 
and  cambric  gowns  and  corset 
covers  at  40c. 

Last  week  they  were  7sc.  Were 
not  selling  as  fnst  as  we  wished, 
•~,o  they  are  below  cost  now,  4QC. 


'*  Brown  Betty" 
Tea  Pot 

The  daintiest  and  most  homelike 
receptacle  in  which  to  brew  tea  ; 
made  of  the  finest  grade  of  earth- 
enware of  rich  brown  tint,  and 
covered  with  sterling  silver  in 
beautiful  scrolls  and  shields  ;  a 
most  artistic  effect.  Price  ^13.50. 
Our  catalogue  of  Diamonds, 
Watches,  Jewelry  and  Silverware 
sent  free  on  request. 


Combination 
Billiard  and 
Pool  Table 

For  family  use.  Greatest  thing 
for  keeping  the  men  folks  from 
"going  down  to  the  Club"  at 
night. 

We  have  2  sizes,  3  J^  x  7  feet  and 
4  X  S  feet,  with  2  and  iVz  in.  balls. 
A  complete  outfit  of  balls,  cues, 
etc.  (40  implements  in  all),  is  fur- 
nished with  each  table.  Twenty- 
six  games,  including  various  forms 
of  Pool  and  Billiards,  also  Ballet- 
to.  Golf,  Tenpins,  etc..  are  played 
on  these  tables  and  a  book  of  rules 
and  instructions  is  furnished  with 
every  table. 

Sold  at  $60  and  $75  on  easy 
terms. 

An  Ideal  Home  Table  at  a 
very  Reasonable  Price. 


No.    868 


Rich  Rugs 

Are  Not  Luxuries 

At  Our  Prices 

Our  facilities  for  buying  and 
policy  of  Quick  Sales  make  it 
possible  to  save  many  dollars  by 
buying  here.  Even  if  not  contem- 
plating immediate  purchases,  we 
invite  you  to  come  and  see  this 
greatly  enlarged  and  attractive 
department.  Three  times  former 
space — three  times  former  assort- 
ments. 

Royal  Wiltons,6xQ  to  gx  12  ft. 
$18.98  to  $32.98. 

Seamless  Axminsters,  27  x  54  to 
9  X  12  ft.,  $1.79  to  ^19.49. 

Velvet  Axminsters,  27  x  60  to  g  x 
12  ft.,  $2.19  to  $22.98. 


No.  8G*> 


THINK   IT  OVl-U. 

Clothes  either  improz'e  or  mar 
a  man's  appearance. 

Ready-made  clothes  at  their 
best  are  only  ready-made — they 
are  made  to  fit  "  modeled  forms  " 
— not  your  form. 

MA'DK  TO  ORDFR  clothes 
are  made  from  a  pattern  :  drafted 
to  fit  the  form  of  tlie  individual 
who  is  to  wear  them. 

Ready-made  clothes  are  not 
"  up-tOKiate  "  clothes,  because 
they  have  to  be  made  up  in  ad- 
vance, and  any  new  styles  that 
come  out  cannot  be  given  them. 

MADE  TO  ORDER  clothes 
can  be  given  any  style  you  want, 
up  to  the  day  you  are  measured. 

Unlike  the  readv-made  stores. 
we  don't  try  to  tit  ytiu  to  the 
clothes — we  make  the  clothes  to 
fit  you. 

Suits  and  overcoats  made  of 
good  material ,  tailored  in  the 
very  latest  styles. 

$15  and  up. 

It's  "  up      to  you. 

If  it's  a  Loftus' — it's  "  up-to- 
date." 


CYCLOPEDIA   OF    RETAIL   AND    LOCAL   ADVERTISEMENTS. 


219 


No.  810 


No.  87.'> 


No.  879 


No.  883 


The  Boy  That 
Failed 

may  be  one  that  didn't  deserve 
failure.  It's  unpleasant  to  speak 
of  a  bright  buy's  failure— and 
often  he  isn't  to  blame  for  it  at 
all.  School  teachers  nearly 
everywhere  notice  boys  that  are 
bright  in  every  other  way  except 
when  it  comes  to  certain  exam- 
ples. Then  they  seem  dull  and 
beyond  their  usual  ability  to  un- 
derstand and  grasp.  To  how 
many  teachers  does  it  occur  tliat 
such  conditions  are  the  result  of 
defective  vision  —  yes,  to  bow 
many?  I  trust,  with  other  scien- 
tific men,  that  the  time  may  come 
when  every  child  that  is  to  entur 
school  will  have  lo  pass  an  exam- 
ination of  bis  or  ber  eyes,  and  not 
till  such  a  time  comes  and  exam- 
inations are  made  by  competent 
opticians  can  it  be  a  settled  ques- 
tion whether  or  not  a  child  enters 
intellectual  life  as  well  prepared 
as  be  should.  Children's  eyes 
examined  any  day. 


No.  871 


The  pathetic  yet  oftentimes  bu- 
raorous  narrative  of  the  life  of 

Tom  Pinch 

as  depicted  by  that  oot-to-be- 
equaled  writer,  Charles  Dickens, 
in  his  novel,  "Martin  Cbuzzle- 
wit,"  should  be  re-read  before 
seeing  the  play.  In  which  case 
Willard's  interpretation  of  this 
beautiful  character  will  be  doubly, 
nay  trebly  appreciated.  This 
book,  "Martin  Chuzzlewit"  may 
be  had  at  our  Book  Store  for  45c. 


No.  87 


Our  Trousers 

will    suit   you    "  down    to    the 
ground." 

Custom  tailor's  cloths. 

Custom  tailor's  style. 

Custom  tailor's  fit. 

Custom  tailor's  workmanship. 

Less  than  custom  tailor's  prices. 


No.  873 


A  Drop  in 

Ribbons 

Ribbons    out? 

No,     indeed,    | 

never    were    more 

popular. 

eomg  to 

1 
sell 

seme  hundreds  of  bolts  tonday  m    [ 

this  wise — 

9c  Ribbons  for  5c 

a  yard. 

i8c  Ribbons  for  loc  a  yard 

25c  Ribbons  for 

sc  a  yard 

35c,   40C  and  50C   Ribbons 

for 

25c  a  yard. 

No.  874 


When  I  Asked 

If  I  had  done  any  unsatisfactory 
repairing  for  you,  the  question 
was  not  prompted  by  any  "  kick- 
ing." for  "kicks"  are  few  and 
very  far  between,  and  my  busi- 
ness is  growing  quite  satisfac- 
torily. 

But  a  single  dissatisfied  cus- 
tomer might  easily  do  more  harm 
than  ten,  or  ten  times  ten.  new 
customers  could  benefit  me,  so  I 
want  the  chance  to  "  make  good  " 
with  that  possible  dissatisfied  one 
—that's  why  I  asked. 


Open  Saturday 
Evening 

To  accommodate  those  who  can- 
not cnnveniently  come  to  the  bank 
during  the  davtime, 

THE    UNION    SAVINGS 
BANK 
is  open  until  9  o'clock  on  Satur- 
day evenings. 

Deposits  accepted  in  any  amount 
from  $1  up  and  interest  paid  at 
the  rate  of  4  per  cent.  Send  for 
the  booklet. 


No.  876 


1  Do  Nothing 
But  Roofing 

It  doesn't  cost  much  to  keep  a 
roof  in  good  condition  if  you  take 
it  in  time  and  do  it  right.  What 
costs  is  letting  it  go  till  it  is  in  bad 
shape,  and  then  getting  a  man 
who  doesn't  half  attend  to  it.  I 
am  not  a  plumber,  tinsmith,  car- 
penter or  general  "  handy  man. 

I  am  a  roofer.  Roofing  is  my 
specialty.  I  do  it  iiromptly, 
thoroughly,  satisfactorily  every 
time  ;  and  I  do  nothing  else. 

A  plumber  may  be  a  mighty 
good  plumber,  but  he  isn't  a 
roofer.  Perhaps  he  will  mend 
your  roof  thoroughly— perhaps 
not.  Very  likely  he  will  "  send  a 
man."  A  plumber  or  tinsmith  or 
hardware  man  can  seldom  attend 
to  your  roof  as  promptly  and  sat- 
isfactorily as  I  can,  because  he 
has  other  troubles.  I  haven't  anv 
troubles  but  roofing.  I  take  all 
the  troubles  there  are  at  that. 

I  have  had  twenty-five  years' 
practical  experience  in  roofing. 

I  have  the  materials,  tools  and 
skillful  workmen  to  do  it  right. 

I  boss  the  job  myself.  I  am  on 
hand  on  every  roof  that  I  tackle. 
I  see  that  it  is  done  as  it  ought  to 
be.  When  lam  through  with  it 
there's  no  "  perhaps  "  about  it. 

Without  any  charge  to  you  I 
will  carefully  inspect  any  leaky  or 
defective  tin.  gravel,  slate,  iron  or 
felt  roof  and  submit  an  estimate 
of  cost  to  put  it  in  first-class  con- 
dition. 

I  have  the  care  of  roofs  ol 
some  of  the  largest  buildings  in 
New  York,  and  my  work  is  widely 
known  for  its  thoroughness  and 
durability.  I  can  give  you  plenty 
of  references.  All  you  need  to 
do  is  to  drop  me  a  postal  card.  1 
will  do  the  rest. 


No.  877 


Golden  Oak 
ServingTable 

$5-75 

Oi  artistic  and  serviceable 
quality.  A  very  convenient  piece 
for  an  odd  comer  of  the  dining- 
room.  Twosbelves.twodrawers, 
18x36  inch  polished  top.  It  can- 
not be  duplicated  in  other  stores 
at  our  price. 


No.    8'J8 


Your  Hall 


isn't  complete  without  an  Um- 
brella Stand. 

We've  some  new  ones  in  of 
various  grades,  but  the  one  at 
$3.85  is  a  big  value. 

German  earthenware,  n  e  w 
shape,  full  size,  decoration  ot 
flower  sprays  and  gilt. 


Pretty  Sets  of 
Nainsook  Under- 
wear, $3  Instead 

of  $5-25 

Help  for  a  bride  planning  a 
trousseau.  Yes,  indeed;  fine 
enough  to  make  one  set  in  that 
carefully  plannedoutfit.  The  gar- 
ments—drawers,  chemise  and 
night  gown — are  worth?  1,75  each. 
Tliey  are  made  of  very  soft  nain- 
sook, and  the  trimmings  are  in 
accord.  Bought  separately  they 
are  Si  each.  Here  is  a  brief  word 
of  description. 

Si  ;  value  $1.75— The  Night 
Gowns  and  Chemises  have  both 
low,  square,  of  embroidery 
threaded  with  wide  satin  rib- 
bon ;  finished  with  a  frill  of 
snowdrop  lace.  The  night 
gowns  have  elbow  sleeve  ;  the 
chemises  a  pretty  frill. 
$1  :  value  Si. 75— the  Drawers  of 
these  pretty  sets  have  deep  ruffle 
of  Swiss  embroidery  heading 
with  a  wide  ribbon  tlireaded 
beading, 
53  for  the  set  is  ver>'  little ,  isn  t  it  ? 


Ni».  880 


Linen  Collars 
i2l4c  Each 

A  great  many  men  wear  cotton 
collars  without  knowing  it,  and 
they  pay  the  same  price  for  them 
that  we  ask  for  these  Collars 
which  are  absolutely  pure  linen 
both  sides. 

Our  line  is  complete  in  all  the 
popular  shapes  and  sizes.  To- 
day we  add  another  model,  the 
Monticello,  which  is  here  illus- 
trated. It  is  in  the  popular  wing 
style,  linen  both  sides,  in  sizes  14 
to  17— izHc  each,  twofor  25c. 


No.  881 


Wash  Fabrics — 
20c.  Printed 
Taffeta  i2>^c. 

It  may  sound  trite  to  say  "  The 
greatest  bargain  ever  offered  in 
wash  goods,"  but  it's  true. 

7,000  yards  of  the  prettiest 
printed  Cotton  Taffeta  you've  ever 
seen,  in  such  popular  shades  as 
brown ,  navy ,  tan ,  cadet , pink.  etc. , 
printed  in  beautiful  designs,  at 
I2!4c.  ,  ,, 

Every  yard  represents  a  full 
20c.  worth  of  quality  and  style. 
It  is  light  in  weight— just  the 
fabric  you  want  for  shirt-waist 
suits  and  children's  dresses. 


No.  883 


Special 

Gold  Eyeglasses 

$1.00 

This  most  remarkable  offer  is 
made  for  the  sole  purpose  of  ad- 
vertising the  superior  quality  of 
my  optical  work  and  to  demon- 
strate that  my  three  finest  equip- 
ped optical  establishments  are 
the  only  ones  in  the  world  where 
a  staff  of  trained  and  skilled 
eyesight  specialists  are  employed, 
who  make  thorough  scientific  ex- 
amination of  eyes,  using  only  the 
latest  and  most  modem  instru- 
ments. 


Furniture 
Slip  Covers 

Made  to  order  slip  covers  are 
like  a  made  to  order  suit  of 
clothes— they  fit,  give  satisfaction 
and  the  niaximtini  amount  of 
wear.  We  send  a  competent  man 
to  measure  your  pieces  of  furni- 
ture and  "make-to-fit"  coverings 
of  the  best  linen,  with  bound 
edges,  at  the  exceptionally  low 
price  of  79c.  a  yard.  We  can 
make  others  at  sqc.  a  yard,  but 
we  emphasize  those  at  79c.  as 
being  particularly  good. 


No.  884 


A  Six  Months' 
Course  in  Sartain's 
Business  College 

paves  the  way  to  success. 

During  the  last  four  months  we 
bad  17  calls  (or  teachers,  salaries 
ranging  from  5|;oo  to  5i,2oo  per 
year,  and  150  calls  for  office  work- 
ers at  from  iy  to  ?i5Per  week. 
If  you  graduate  from  SAR- 
TAIN'S you  are  sure  of  a  job. 

New  term,  Day  and  Night 
School,  begins  Monday,  Jan.  4. 
Write  for  particulars  to 


No.  88.5 


Unusual  Sale  of 
the  Heavy 
Axminster  Carpet 
at  $1.15  a  Yard 

These  extra  Axminster  carpets 
have  a  long,  velvety  pile.  They 
are  rich  in  colorings  and  unusual- 
ly pleasing  in  patterns.  Being 
the  latest  productions  of  mills 
renowned  for  the  excellence  of 
their  work,  they  are  correct  in 
style  and  color  scheme.  Carpets 
of  similar  quality  are  sold  in 
olberstoresat  J1.95  Our  price— 
$1  15  a  yard— includes  making, 
lining  and  laving. 


No.  886 


Go  Call  a 
Coach 


and  let  a  coach  be  called,  and  let 
the  man  who  calleth  be  the  caller; 
and  in  bis  calling  let  him  nothing 
call,  but  coach!  coach!  coach!  O, 
for  a  coach,  ye  gods! 

—Henry  Carey. 
The  modem  way  is  so  much 
easier,  here  at  Dann's  — just  a 
quiet  order  brings  a  coach  —  a 
neat,  clean  coach  —  and  there  s 
little  to  pay. 


No.  887 


$5  Fountain 
Pen  Free 

No.  3  goes  to  James  Cates, 
S  Baxendale  Avenue,  who  bought 
coal  yesterday  at  10:25  a.  m.,and 
the  envelope  time  for  giving  was 
10:30.  - 

Our  Peerless  Stove  Coal  at 
$-.~S  is  about  the  l)est  free  burn- 
ing; White  Ash  Coal  ever  seen  in 
this  neighborhood. 

Don't  forget  that  we  give  away 
a  Fountain  Pen.  absolutely  free 
every  day  this  month. 


220 


POWELL'S  PRACTICAL  ADVERTISER. 


No.  S88 


A  Window 

Transparency 

Free 

Framed,  with  every  order 
for  Cabinet  Photos. 
These  transparencies  have 
always  sold  for  $i  each.  For  ihe 
coming  week  we  will  give  each 
sitter  for  cabinet  photos— babies 
included— one  of  the  transparen- 
cies of  their  sittings 

FREE  OF  CHARGE. 
Transparency  pictures  of  baby 
are  the  latest  fad,  so  bring  m  the 
babies. 


Monday's  Butter 
Bargain 

Our  recent  Butter  Sale  aston- 
ished as  well  as  delighted  careful 
buyers.  We  have  such  a  bargain 
fur  to-morrow  that  we  expect  to 
dispose  of  hundreds  of  pounds. 
Fine,  sweet  Butter  just  received 
nice  enough  for  anybody  —  put  up 
in  pound  prints  at  20c.  a  pound. 
This  will  be  on  sale  till  12  o'clock, 
noon,  only.  You  will  have  to 
come  early  to  take  advantage  of 
this  ofiEer. 


Three-Fifty 
Oxfords 
for  Women 

Grace  of  line  and  curve,  beauty 
of  form  and  absolute  comfort— 
those  are  the  attributes  of  our 
three-tifty  Oxfords,  which  bring 
them  within  a  step  of  the  five- 
dollar  standard.  For  the  greater 
part  they  owe  it  to  the  "bench" 
work  with  which  they  have  been 
invested.  If  yours  be  a  high 
arched,  normal  or  abnormal  in- 
step, at  least  one  of  the  twenty 
new  spring  maaels  is  designed 
specifically  for  your  service. 


Our  Portables 
Have  Come 

—The  handsomest  line  of  Port- 
able Gas  Lamps  that  Bangor  has 
ever  seen!  There's  a  dainty  grace 
and  beauty  of  pattern  in  them 
that  appeals  to  every  artistic  taste 
—and  a  portable  lamp  is  the 
'  climax  of  lamp  convenience." 

No  use  talkingi  You'll  have  to 
have  a  portable  if  you  want  tliL- 
best  reading  light  there  is.  In- 
vestigate. 


No,  892 


Velour  Couch 
^  1 8.00 

There's  comfort  in  a  roomy 
couch  like  this— pleasure  too,  in 
its  possession.  It  is  carefully 
constructed  through  and  through. 
Covered  with  three-tonL-d  or  plain 
colored  Velour,  has  five  rows  of 
tufting  and  is  upholstered  in  all 
hair— all  hair,  remember.  By  far 
the  best  couch  we  have  ever 
offered  at  the  price. 


No    89: 


Wilton  Velvet 

Carpets 

Only  87}ic,  Yard 

Genuine  long-wearing  Wilton 
Velvets,  mind  you.  at  the  same 
price  you  are  asked  for  even 
ordinary  carpets  elsewhere. 
Not  a  few  odd  patterns,  but  a 
wide  range  of  rich  designs  that 
will  harmonize  with  the  furnish- 
ings of  any  room.  For  finer 
weaves  we  grade  the  prices  up  to 
;?i.5o  the  yard. 

Tapestry  Brussels,  50c. 

A  special  line  we  are  clearing 
out.  Well  worth  65c.  the  yard. 
Just  the  thing  for  summer  cot- 
tages and  boarding  houses. 

Royal  Wilton  Rugs,  ?26.5o. 

And  up  to  535  in  the  popular 
QX  i2  ft.  size.  This  is  but  one  of 
a  dozen  unmatchable  bargains  in 
Wilton  Rugs.  Other  sizes  in 
proportion. 


5  Piece  Suite 
I75.00 

The  ingenuity  displayed  by 
furniture  manufacturers  in  keep- 
ing pace  with  the  demands  of 
people  of  taste  is  demonstrated 
in  this  daintily  upholstered  5- 
piece  suite. 

The  styles  of  the  frames  are 
graceful  and  correctly  carried 
out. 

There  is  an  added  charm  in 
the  mahogany  finish,  which  gives 
a  very  rich  and  beautiful  effect. 
Exquisitely  covered  with  Silks, 
Panne  Plush,  Figured  Tapestry 
or  Silk  Damask,  as  you  may 
select. 


No.  895 


Don't  depend  upon  others ! 
Success  in  any  walk  in  life  cannot 
be  won  witliout  persistent  and 
determined  effort  on  your  part. 
Remember  this  is  necessary  in 
building  up  a  "  Rainy  Day " 
fund.  Open  an  account  at  once 
with  the 

Indiana  Trust  Co. 

Make  up  your  mind  to  keep  it 
tliere  and  add  to  it  whenever 
possible. 

We  will  pay  you  3  per  cent. 
l>er  annum,  compounded  semi- 
annually, May  and  November 
First. 


Capital 


J'I,oori.( 


No  Side  Issue 

Nothing  but  a  plain,  first-class, 
eyerv-day  .shoe  store.  No  olht-r 
kind  of  goods  tacked  on,  nor  are 
we  hitched  to  any  job  lots.  Tliai 
is  one  reason  wliy  we  always 
have  nothing  but  the  best  class  of 
footwear,  nothing  but  the  newest. 
Our  minds  never  wander  off  into 
other  lines — we're  thinking  oi 
shoes,  nothing  but  good  honest 
footwear. 

"THK  BOSTON"  still  pegs 
away  at  its  ^3.00  grades — calf, 
russet  and  patent  leather— wom- 
en's and  men's — fortliere's  noth- 
ing better  on  the  face  of  the  eartli 
for  the  price.  More  style,  more 
c|iiality,  more  comfort  than  you'll 
get  for  twice  the  money  anywhere 
else.  You'll  think  as  we  do  when 
von  try  them  once.  Perhaps  you 
know  it  already. 


No.  903 


The  New 

F.   H.  O. 

5-cent  Cigar 

fills  the  bill  every  time  when  you 
want  a  long,  mildish  smoke. 
Not  so  strong  as  might  be,  but 
plenty  heavy  enough  to  please 
eight  out  of  ten.  The  stock  used 
is  of  tlie  best,  carefully  chosen, 
and  made  up  by  hand. 

Tr\'  an    F.  H.  O.  and  see  huw 
you  like  it. 


New  Arrivals 
in  Handkerchiefs 

The  new  showing  of  Women's 
Handkerchiefs  is  most  attractive. 
There  is  a  very  large  and  attrac- 
tive collection  at  50c  each, includ- 
ing fine  Irish  linen  handkerchiefs, 
machine  and  liand-embroidered; 
and  some  made  of  cross-bar  linen , 
which  are  very  dainty.  Some  of 
the  designs  are  quite  elaborate 
and  some  have  beautiful  corner- 
effects.     50c.  each. 

Another  populargroup  presents 
Women's  All-linen  Colored 
Handkerchief,  some  with  colored 
borders  and  embroidered  designs. 
Others  of  silk-and-linen,  in  an  as- 
sortment of  colorings,    zjc. each. 

There  are  very  handsome  Silk- 
and-linen  Novelty  Handkercliiefs 
for  men,  in  white  with  blue  stripes 
and  borders.     75c.  each. 


No.  sno 

Solid  Quartered 

Oak  Dresser 

19-75 

Worth  cannot  always  he  meas- 

ured  bv   price.    The  small  price 

asked    for    this    large   solid   oak 

Dresser  inadequately    convevs  a 

proper   idea  of   value— the   Cow- 

perlhwait      value.       Two     top 

drawers,      swell      front,      iS  x  36 

bevelled   plate   mirror,   construc- 

tion of  the  very  besi. 

No  Zero  Weather 
Inside  Our  Paper 
Vests  ! 

A  perfect  substitute  for  the 
heavier,  more  bulky  and  more 
expensive  chamois  and  flannel 
vests.  We've  had  a  great  run  <m 
these  Paper  Vests  already  ;  now 
we're  restocked  on  them — have  all 
the  sizes  for  men  and  women — and 
are  ready  for  a  "  rush "  sale. 
Absolute  protection  against  pene- 
tration of  cold,  for  50  cents. 


"Tenderfoot" 
Hose  Reduced 

The  "Tenderfoot"  sole  is  made 
of  tl»e  finest  selected,  combed 
Egyptian  c<itton  yarn,  wlucli,  be- 
ing in  its  pure  natural  stale,  free 
from  all  chemicals,  acids  and 
dyes,  positively  does  away  with 
that  burning  sensation  in  the  feet 
— a  pair  25c. 


Children's  Reefers 
and  Hats  and  Caps 

This  is  Children's  Day,  and  we 
have  many  attractive  groups  of 
garments  to  interest  their  parents. 
In  addition  tonewnessand  beauty 
there  are  many  price  attractions 
as  well.  AH  are  in  sizes  for  2  to  5 
years,  and  there  is  an  average 
saving  of  a  dollar  on  every  reefer. 

Children 's  R»*efers  at  $2,  of  all- 
wool  serge,  with  box  front  and 
new  plaited  back;  collarless  ef- 
f'-ct;  trimmed  with  silk  braid  :nd 
piping.  The  colors  include  blue 
and  cardinal. 

Children's  Reefers  at  $310^5, 
of  broadcloth,  cheviot,  covert 
cloth  and  serge  in  various  colors. 

Cliildren's  Reefers  at  $6.50,  of 
silk-and-wool  plaids  and  other 
materials,  in  new  shapes  and 
colorings. 

Children's  Caps,  Hats  and  Eon- 
nets;  many  richly  trimmed  with 
hce,  ribbon,  embroidery  and 
flowers,  at  $1  to  $16.50. 


No.    903 


Spring  Styles  in 
Corsets 

In  and  coming — Spring  stjdes 
in  corsets.  As  fits  the  corset  so 
fits  the  gown,  you  know.  The 
new  dress  should  be  preceded 
by  the  new  corset  and  it  isn't  just 
to  blame  the  dressmaker  if  the 
new  dress,  fitted  over  the  old 
corset,  doesn't  fit  well  when  worn 
over  the  new  corset.  Catch  the 
point? 

We  show  a  very  satisfactory 
variety  in  new  models,  5i  to  $$, 
in  styles  for  general  wear.  And 
the  styles  here  are  authoritative. 

Here  are  some  bargains. 


No.  904 


Leather  Articles 

FOR  WOMEN. 

Our  full  and  complete  stocks 
present  splendid  selection  for 
Faster  gifts,  as  well  as  for  the 
inirchaser's  individual  use.  There 
is  a  delightful  assortment  of  new 
things  in  vanity  bags,  hand  bags, 
envelope  bags,  card-cases,  and 
pocketbooks.  The  leatliers  show 
rich  colorings  of  imported  calf- 
skin and  the  new  fluffed  alligator 
effects. 

In  addition  to  the  regular  stock 
there  is  a  special  offering  to-day 
of  Hand-bags  in  genuine  sea  lion, 
Russian  searand  walrus,  in  black 
and  brown.  All  new  and  modem 
styles,  and  all  fitted.  Regular 
v.ihies  ?4.50  and  ?5. 

To-day  ;?3  each. 


Millinery 
Creations  of 
P)e\vitchin<j  Grace 

Imported  models  with  all  the 
charm  and  ])ic|u.uicy  of  Parisian 
art,  together  with  the  clever  jiio- 
ductions  of  our  own  designers. 
Kver>'  woman  acknowledges  the 
pre-eminent  attractions  of  our 
Marie  dc  Medici,  plateau,  new 
tW(»-tone  sailors  and  lingerie  hats. 

Special  values  in  ready-to-trim 
h.its  ()f  chiffon,  In  an  immense 
variety  of  pretty  designs,  at  $1.95 
to  ?5  ;  also  in  polo  turlians  ui 
fancy  braid  witli  rosette  of  braid 
.iiul  bird  at  the  side,  ^5. 


CYCLOPEDIA  OF  LOCAL  AND  RETAIL  ADVERTISEMENTS 


221 


No.  900 


No.  910 


No.  015 


No.    020 


Waists  of  China 
Silk  at 
Wholesale  Prices 

Only  a  few  hundred,  and  of 
such  fine  qualiiies  and  exquisite 
styles  that  they  need  only  to  be 
told  "f  to  fnid  ouick  purchasers- 
White  and  black— trimmed  in 
scroll  crossover  and  fancy  yoke 
effects  with  imported  fancy  laces, 
including  finest  quality  German 
Vals-.sonie  with  deep  Cuffs  and 
Stocks  made  entirely  of  lace- 
others  in  plain  tailored  styles— a 
make  that  fits  faultlessly. 

Waists  that  in  regular  way  we 
could  not  sell  under  Sg  gS, 
Special,  $6. gS. 

Waists  that  in  regular  way  we 
could  not  sell  under  JS.gS. 
Special,  ^5.98. 

Waists  that  in  regular  way  we 
could  not  sell  under  ^7.98. 
Special  $4  98. 

Waists  that  in  regular  way  we 
could  not  sell  under  ?6.gS. 
Special,  $3.98. 


No.  907 


All  Sorts  of 
Pretty  Waists 

Pretty  to  the  point  of  fascina- 
tion. Waists  of  heavy  madras. 
Dainty  waists  of  lawn.  Mal<ers 
are  outdoing  themselves  in  orig- 
inal designs.  Groups  of  tiny 
tucks  and  lacy  inlays  of  insertirm 
on  the  lawn  and  China  silk  waists. 

The  silk  waists— well,  we 
shan't  tell  all.    Come  and  see. 


No.  908 


Quartered  Oak 
Chairs 

Pictures  are  inharmonious  when 
the  drawing  and  coloring  are 
wrong. 

It's  the  same  with  chairs.  If 
the  lines  are  right  and  the  color 
pleasing,  such  chairs  will  look 
well  wherever  placed. 

These  chairs  are  of  the  har- 
monious kind.  Polished  quarter- 
ed oak,  slip  seats,  best  quality  of 
leather  in  apple  green,  red  or 
dark  green. 

Arm  Chair,  $11.50. 

Side  Chair,  S-Z-TS- 


No.  909 


Chances  in  Tea 

Prudent  housewives  will  find 
excellent  money  saving  opportun- 
ities in  our  tea  department  IMon- 
dav.  Our  50  cent  tea,  which  is  a 
delight  to  tea  drinkers,  and  which 
isalways  sold  for  socentsa  pound, 
will  be  on  sale  for  Monday  only, 
for  30c.  You  may  have  this  m 
either  Oolong  1  r  mixed. 

Our  60  cent 'ea,  either  Oolong 
or  Mixed,  here  Monday  for  40 
cents  a  pound. 

Our  English  breakfast  tea, 
whicli  is  one  of  the  best  breakfast 
teas  ever  put  on  sale,  usually 
priced  40  cents  a  pound,  for  Mon- 
day only,  30  cents  a  pound. 

Our  $1  tea.  Monday  only,  65 
cents  a  pound.  Perhaps  some 
people  think  we  haven't  got  any 
dollar  tea,  but  we  are  willing  to 
have  this  tea  compared  with  any 
dollar  tea  on  earth,  and,  for  Mon- 
day, it  is  yours  for  65  cents. 


White  Lawn 
Waists 

Indispensable  to  the  Summer 
wardrobe. 

Fresh,  sheer,  fine  and  well  pro- 
portioned.    Deftly  made  : 

At  $1.50— Front  of  fine  plaits 
with  lace  insertion.  Or  while 
plaid  lawn,  tailor-made  ;  stock 
collar  finished  with  lie. 

At  Ji  .75  -  Front  of  broad  plaits 
with  insertion  of  embroidery. 
Back  and  sleeves  plaited. 

Second  Floor,  Tenth  Street. 


No.  9U 


Molasses  Candy 
Pulling 

Saturday,  Feb.  6. 
You  will  be  lucky  if  you  get 
your  share  of  the  Molasses  Candy 
at  5c  a  yard.  The  Candy-man  is 
going  to  have  an  Qld-Fashioned 
Molasses  Candy-Pull  right  m  the 
store.  There  will  be  yards  and 
yards  of  glittering,  golden  candy, 
cut  while  you  wait.  You'll  like 
to  see  the  "pulling  and  you'll  like 
to  taste  the  candy.  Remember 
the  day  and  price,  5c  a  yard. 


No.  912 


Spring  Derbies 

Our  Man  of  Hats  ha?  had  it 
said  to  him  very  frequently  of 
late  by  men  who  are  staunch 
friends  of  our  hats— and  there  are 
a  host  of  such— that  never  again 
will  they  wear  anything  but  a 
Derby  that  combines  lightness 
and  flexibility  Featherweight 
and  flexible  Derbies— we're  head- 
quarters for  them. 

And  what  style  is  expressed  in 
our  Spring  blocks  I 

The  quality  of  fur  used  is  of 
the  very  highest  character.  The 
designs  are  many— so  that  any 
man  can  be  suited.  A  Wana- 
maker  Derby  becomes  a  man.  It 
must.  He  cannot  have  it,  other- 
wise. 

$3.?35o,?5and  $6. 

Men's  Hat  Store,  Second 
Floor,    Ninth. 


No.  013 


Rain  Coats 

Fifty  Rain  Coats  are  waiting  here 
for  fifty  men  t<>  carrry  them  off — 
They  won't  wait  long  at  such  a 
price— Regular  ;?i5,  |i8,  and  #20 
value — 

To-dav— 58.00  Each. 
Umbrellas— Prices     snapped     in 
half  on  all  Holiday  umbrellas. 


No.  914 


Fry  It,  Broil  It, 
or  Bake  It. 

Prepared  either  way  our  Ham- 
burg Steak  is  delicious  and  ap- 
petizing. 

The  increasing  demand  for  it 
attests  its  goodness  ;  it's  s^le  on 
some  days  having  reached  a 
quarter  of  a  ton, 

Ourregular  price  for  Hamburg 
Steak  is  1 2c.  a  pound. 

That  more  may  become  ac- 
quainted with  it,  we  will  sell  it  on 
Saturday  for  loc.  a  pound,  or  3 
pounds  for  25c. 


Are  You  Trying 

to  Heat 

All  Outdoors  ? 

That's  what  you  are  doinj;  if 
your  doors  are  constantly  oiieii. 
Keep  the  doors  closed,  and  the 
heat  will  stay  where  it  will  do 
some  good.     Equip  them  with 

Blount  Door  Checks 

and  they'll  never  bother  you. 
They  will  close  quickly,  but 
noiselessly.  These  checks  are 
the  only  door  checks  that  give 
perfect  satisfaction.  They  can  be 
easily  attached  to  any  size  or 
shape  of  door. 

We  sell  and  apply  them. 

A  descriptive  folder  on  request. 


No.   91f. 


Men's 
White  Shirts 

$1 ,  worth  $1.50. 

White  plaited-bosom  Shirts- 
six  hundred  of  them. 

I.  i  n  e  n  bosoms.  Madras  or 
muslin  bodies.  Twenty  plaits  on 
each  side.     Pearl  buttons. 

Cool  and  handsome.  Sizes  14 
to  16';. 

We  predict  there  won't  be  any 
left  by  the  late  afternoon.  It  will 
be  a  case  of  the  early  bird— that's 
your  cue. 

$1  each,  worth  J1.50. 

Ninth  Street  aisle. 


No.  917 


Stop  That  Draft 
or  It'll  Stop  You 

Open  doors,  drafts  and  colds  go 
hand  in  hand.  The  best  and  onlv 
sure  preventive  is  the  Yale  ^: 
Towne 

Blount   Door  Check. 

It  always  closes  a  door  light, 
but  gently  and  noiselessly.  Can 
be  quickly  and  easily  attached  liy 
anyone.  Is  compact,  neat  in  ap- 
pearance, durable,  and  always 
gives  perfect  satisfaction. 

Made  to  fit  any  door  at  a  price 
that  will  fit  your  pocketbook. 

We  sell  and  apply  them. 

A  descriptive  folder  on  request. 


No.  918 


"State  Arms" 
Sofa  Pillows 

The  fad  in  sofa  pillows  is  a 
colored  reproduction  of  the  arms 
of  the  various  States  stamped  on 
the  top.  Every  State  represented 
in  our  collection.  Top  and  back 
complete,  50c. 


No.  919 


Rubber  Sponges 

A  rubber  worker  in  St.  Peters- 
burg beat  Nature  at  sponge  mak- 
ing. These  are  of  rubber— Amer- 
ican manufacturers  have  clumsily 
failed,  so  far,  in    producing  them. 

Jolly  for  the  bath. 

Been  dear— but  we've  cured 
that.  ,  ^ 

3SC.  75c.  $1.  Si.25  and  ?i.7S. 
soft  or  harsh,  according  to  your 
skin. 


The  Raw  Silk 
for  Coats,   Etc. 

Fashion's  latest  craze  is  Raw 
■Silk,  described  as  "the  silk  that 
hangs  like  Velvet."  Raw  silk  is 
as  ''light  as  cambric  and  as  dura- 
ble as  .serge."  at  $1.00,  )&i.25, 
f-i.yy  and  ^2-00  yard. 


No.  931 


No  Trading  Stamp 
Trices  Here 

We  sell  the  best  ;  we  sell  the 
most  ;  we  charge  the  least  ;  be- 
cause we  do  not  pay  for  trading 
stamps— nor  do  you,  if  you  buy 
here. 

Stampers  say  trading  stamps 
are  a  discount.  At  times  they 
offer  "bargains"  with  double 
stamps.  Whatsortof  "bargains" 
must  trading  stamp  bargains  be, 
when  they  can  stand  a  double  dis- 
count?    Our 

FRIDAY  BARGAINS 
are  genuine  bargains— not  trading 
stamp  bargains. 

Tliere  was  an  old  woman  named 

Fiddlededee 
Who  lived  on  nothing  but  trad- 
ing stamp  tea  ; 
" 'Tis  bitter,"  she  said,   "and 

is  worthless  for  food. 
Excepting    the    gum  ^  on     the 
back's  rather  good." 


No.  923 


Favored  Suitings 

Our  present  lines  are  noted  for 
the  great  numbers  of  Suits  shown 
in  the  new  grays — browns  and  the 
popular  plaids  are  also  widely  rep- 
resented. The  usual  distinctive- 
ness of  style  so  long  an  exclusive 
feature  of  our  Yoi-ths'  Clothing  is 
especially  marked  in  our  spring 
lines. 

Prices  for  Suits,  if  15.00  to  $35.00. 


No.  933 


Handkerchiefs,  15c 

Belfast  sent  us  ten  thousand  of 
these  men's  and  women's  25c.  to 
50C.  pure  Irish  linen  handkerchiefs 
labeled  "seconds"  because  of  lit- 
tle irregularities  of  stitching  and 
misplacing  of  threads.  The  saving 
is  worth  while  and  we  pass  it 
along  ;  dozen,  S1.65  ;  each,  15c. 


No.  934 


Universal 
Bread  Mixer 

It  holds  a  crowd  every  day  and 
is  so  practical  and  liked  so  well 
that  we're  selling  hundreds.  It's 
so  easy  to  operate— you  simply 
turn  a  crank  and  the  bread's  al- 
ways the  same  ;  good,  old  home- 
made bread,  better  than  any  baker 
can  bake.     Price,  $2. 


No.  935 


One  Thing's 
Certain 

As  long  as  you  live  you'll  need 
money — 

P,etter   save  something    now  tor 
your  old  age — 

Interest  on  all  savings  accounts 
at 


222 


POWELL'S    PRACTICAL   ADVERTISER. 


No.  926 


Perrins  Easter 
Gloves 

So  many  beautiful  novelties  and 
pretty  ideas  have  been  brought 
out  for  this  Eastertide  that  it  is  no 
wonder  everyone  feels  the  neces- 
sity of  having  several  new  shades. 

Perrin's  soft  pretty  Suedes,  in 
all  the  fashionable  colors,  Si. 50 
and  $2.00.  Gloves  that  hold  their 
color. 

_  Best  Perrin  quality'  fine  French 
Gloves,  hand  sewed  overseam  or 
Pique,  in  all  the  novelty  shades — 
apple  green,  cadet  blue,  cherry 
red,  etc.,  $1.50  and  S2.00. 


No.  927 


Candy  that  the 
Children  Ought  to 
Eat 

How  many  generations  of  moth- 
ers have  worried  because  their 
children  continuously  wanted 
candy  which  the  mother  knew 
would  do  the  little  ones  serious 
harm  ? 

Yet  how  hard  it  is  to  refuse  ! 
And  there  is  usually  a  wicked 
father  who  humors  the  boy  or  girl 
in  spite  of  the  mother's  care. 

Now  relief  comes  in  a  candy 
that  the  children  soon  learn  to 
prefer  to  other  candy  ;  and  the 
new  candy  is  not  only  harmless, 
hut  ac/ie-z/iy  healthful  I 

Cliildren  may  be  humored  with- 
out harm.  Neither  mother  nor 
father  need  say  "  No." 

The  magic  sweetmeats  are 
MALT  CREAMLETS. 

The  scientific  story  of  their  in- 
vention, preparation,  goodness 
and  healthiness  is  very  interesting 
and  satisfying  ;  but  too  long  to 
tell  here. 

Sufficient  that  they  are  good  for 
the  health  of  young  and  old  ;  and 
tliat  they  are  a  good  and  dainty 
candy.     Three  kinds  : 
Malt   Creamlets,   Malt    Creamlet 
Peppermints,  Malt  Cream- 
let  Chocolates. 
Ten  cents  a  package. 


Colored  Dress 
Goods  Specials 

The  vogue  for  moliairs  is  un- 
precedented— they  are  made  up  in 
dresses  for  almost  every  require- 
ment; especial  attention  is  directed 
to  our  immense  assortment  ttf 
plain  and  checked  designs  at  $1  a 
yard. 

About  75  pieces,  including  im- 
ported Eoliennes,  Fancy  Voiles. 
Ktamines,  and  Crystal  Novelties, 
will  be  placed  on  sale  this  morn- 
ing for  immediate  clearance  at  a 
low  price — yard,  5i. 


A  New  Silk 
For  Walking 
Skirts 

Silk  for  Skirts,  $1.00.— We  have 
been  aiming  for  some  time  past  to 
produce  a  silk  which  would  prove 
especially  suitable  for  that  Paris- 
ian innovation,  "the  Silk  Instep 
Walking  Skirt,"  and  after  much 
research  we  have  created  a  selec- 
tion of  differently  designed  Louis- 
ine  Silks,  which  are  admirable  for 
tliis  purpose. 


No.  934 


Luxurious  Furs 

Furs  are  fairly  to  be  classified 
under  the  head  of  luxuries.  They 
are,  in  that  respect,  like  pianos  or 
precious  stones — objects  which  are 
bought  for  a  life-time,  not  merely 
to  gratify  a  passing  fancy.  They 
are  less  subject  to  changes  of  fash- 
ion than  any  other  article  of  dress. 
Hence  it  behooves  the  intending 
purchaser  of  furs  to  spend  both 
time  and  car^  in  their  selection, 
and  to  convince  herself  of  their 
worthiness  and  lasting  qualities. 
Add  to  this  the  naturarinclination 
of  the  purchaser  to  pay,  out  of  a 
given  price,  as  little  as  possible 
for  name  and  as  much  as  neces- 
sary for  quality,  and  you  have  the 
conditions  which  should  govern 
the  purchase  of  furs.  Wana- 
maker's  fulfills  these  conditions 
to  aT. 


"Colbert"  Hats 
at  ^3.00 

In  our  "  Colbert"  Hats  —  Der- 
bys  and  Fedoras —  nothing  has 
been  left  undone  to  place  them  far 
above  all  other  similarly  priced 
lines.  The  materials  make  them 
excel  in  point  of  service — and  in 
the  styles  all  the  latest  ideas  are 
introduced. 

"Colbert"  Derbysand  Fedoras, 
$3.00. 


No.  9.3^ 


An  Oyster  Stew 
In  a  Minute 

At  Blake's  Restaurant. 
Another  New  York  idea— an 
oyster  stewer.  To  test  its  cook- 
ing quality  we  put  a  dipper  full  of 
ice  water  into  the  cooker  and  it 
boiled  in  47  seconds.  The  presi- 
dent of  the  company  tells  me  tliat 
mine  is  the  first  one  to  be  set  up 
in  Connecticut. 

OYSTERS 
have  first  call  among  my  to-night's 
extras,   but  there's   a  big  bill  of 
other  shore  foods  for  choice  : 

Soft  Shell  Crabs 15c. 

Clam  Chowder 10c. 

Clam  Stew 20c. 

Clam  Fry 25c. 

J^ive  Broiled  Lobster 50c. 

Lobster  Salad 25c. 

Chicken  Salad 25c. 

Cold  Roast  Chicken 25c. 

Cold  Roast   Beef 15c. 

Cold  Roast  Pork loc. 


The  Hat  Store 
That  Sells  Hats, 
Not  Labels 

There  is  no  other  way  in  the 
world  that  a  man  will  permit  him- 
self to  be  so  thoroughly  imposed 
upon  as  in  buying  hats.  There  is 
only  a  certain  amount  of  value 
that  can  he  put  into  a  hat,  and 
there  it  ends;  and  the  label  has 
nothing  to  do  with  it.  The  hat 
section  of  THE  HUB,  which  we 
call  a  hat  store,  because  it  is  a^i 
complete  in  every  detail  as  though 
it  were  a  separate  establishnK-nt. 
at  the  very  outset  undertook  a  re- 
formation— determined  to  cut  off 
the  cost  charged  for  names  and 
instead  provides  values.  You  can 
determine  how.  well  we've  suc- 
ceeded by  buying  one  hat — thtn 
you'll  see  how  much  too  much 
you  have  been  paying. 


No.  930 


Odds 
and  Ends 

For  Monday  we  shall  place  sev- 
eral baskets,  odds  and  ends,  botli 
in  glass  and  tin  goods.  Some  of 
these  goods  are  regularly  priced 
as  hi^h  as  65c.  and  it  is  safe  to  sav 
all  vnll  average  more  than  25c. 
These  odds  and  ends  will  include 
pickles,  relishes,  cocoas,  in  fact, 
most  all  kinds  of  canned  goods, 
and.  for  Monday,  only,  you  can 
have  your  choice  for  10  cents. 


No.  93.-; 


Is  Your  Life 
Insured  ? 

"No,  but  I  intend  to  take  out  a 
policy  some  time."  That  is  the 
reply  many  persons  make  to  that 
question.  Their  answer  is  evi- 
dence that  they  ought  to  carry 
insurance.  Their  I  intend  " 
proves  it.  They  say  "some 
time."  When  is  some  time  ? 
That  is  the  question.  It  may  be 
a  week,  it  may  be  a  monih.  during 
each  day  of  wliich  time  they  are 
taking  chances.  There  is  no 
chance  about  DEATH,  it  is  a 
CERTAINTY.  You  cannot  put 
it  off,  you  do  not  know  the  hour, 
you  have  made  no  provision,  some 
one  is  dependent  upon  you. 
Good  and  sufficient  reasons  wliy 
you  should  heed  these  statements 
and  secure  honest  insurance  in  an 
honest  company.  Your  "  some 
time  "  may  be  too  late.  NOW  is 
a  safe  time. 


Women's  $5   Hats 

Our  Hats  at  this  price  are 
known  throughout  the  United 
States. 

They  possess  every  attribute  of 
good  taste  and  refinement. 

They  are  made  of  choice  ma- 
terials over  wire  frames  and  are 
equal  in  every  point  to  hats  shown 
elsewhere  at  S7.50  to  ?io.oo. 

Many  women  will  find  these 
Hats  at  ?5.oo  so  becoming  tliat 
they  will  buy  several  at  a  time. 


Fresh    Vegetables 

Are  hard  things  to  get  tliis  time 
of  year  and  they  are  most  accent- 
able  to  the  average  housewife  w  nu 
is  at  her  wits'  ends  to  have  a  change 
in  the  everyday  bill  of  fare.  We 
have  choice  Cauliflower  and  Let- 
tuce in  any  quantity.  Very  appe- 
tizing vegetables  these — are  scarce 
at  tins  time  of  the  year.  We  havL- 
the  best  apples  on  the  market. 
-Ml  the  choice  home  grown  varie- 
ties.    Fancy  groceries  a  specialty. 


The  Picture 
That  Is  Turned 
Toward  the  Wall 

Was  NOT  framed  here.  The 
frames  we  make  add  so  much  to 
tlie  attractiveness  of  the  picture, 
that  they're  always  a  pleasure  to 
show.  The  FRAME  is  HALF, 
you'll  bring  the  other  Iialf  and 
we'll  do  the  rest. 


Silk  Peignoir 
House  Gowns 

Garments  made  to  take  the 
place  of  the  ordinary  dressing 
gown,  and  greatly  approaches  a 
tea  gown,  though  not  quite  so 
elaborate. 

It  is  essentially  a  gown  to  be 
worn  around  the  house,  but  at  the 
same  time  it  does  away  with  the 
dressing  gown  effect  and  forms  a 
charming  and  novel  costume. 

For  traveling  this  excellent  gar- 
ment will  be  found  inestimable, 
so  thoroughly  useful  it  will  prove 
for    hotel    use.       Prices   ^4,50    to 


No,  940 


Umbrella 

"  Seconds" 

A  purchase  without 

a  parallel. 

Most    manufacturers 

vould    sell 

them   as  "firsts."  but  these  silk    1 

umbrellas,  with  simply 

a  dropped 

thread  or  stitch,  were 

sold  to  us 

as  "seconds."    Thev  are  umhrel-    I 

las  which  sell  at  $3,  $4 

55-Mon- 

day  at  $1.50. 

Japanese 
Silk  Waists 
Special  $5 

Eminently  beautiful  models  are 
included  in  this  sale — models  ef- 
fective and  distinctive,  and  withal 
extremely  practical. 

Style  I — Front  and  back  tucked, 
a  tailored  model,  splendidly 
adapted  for  use  in  traveling  ;  ex- 
cellent quality  silk,  ^5. 

Style  2— Elaborately  trimmed 
with  lace  insertion  and  medallions, 
shirrings  and  handmade  French 
knots,  deep  cuff,  ^5. 


Under  State  Supervision. 

"Only  a  Dollar" 

It  seems  a  little  bit  when  you 
say  it  and  when  you  spend  it. 
But  did  you  ever  stop  to  think 
how  much  tlie  things  that  ynu 
buy,  because  they're  "  only  a  dol- 
lar," cost  you  in  a  year? 

You  can  begin  a  savings  ac- 
count with  a  dollar  here  and  get 
4  percent,  for  your  money,  com- 
pounded quarterly, 

A  dollar  a  week  at  this  rate, 
fnr  ten  years,  amounts;  t1.5641.SS. 


At  the  Sign  of 
the  Easter  Bunny 

Have  you  seen — children  and 
grown-ups,  too— the  Easter  dis- 
play in  our  Candy  Store?  It's  a 
treat  to  the  eyes. 

Like  a  great  bower  of  lilies, 
jonquils,  tulips,  and  other  beauties 
as  true  as  life  ;  like  a  great  nest  of 
(hicks,  birds,  bunnies,  storks  and 
eggs  of  every  kind,  color  and  size. 

And  that  I'sn't  nearly  all. 

China  and  Bisque  F.gg,  at  20c 
to  ;^I.5o  each. 

China  Rabbits  with  eggs,  at 
20c.,  25c.  and  50c.  each. 


CYCLOPEDIA  OF  RETAIL   AND  LOCAL   ADVERTISEMENTS.  223 


No.  948 


New  Curtains 

April,  the  housefuniishint; 
month,  finds  this  splendid  section 
equipped  with  assortments  and 
values  of  a  character  to  make  it 
Lace  Curtain  Headquarters.  Ex- 
perts on  interior  furnishing  tell  us 
the  section  stands  alone  in  point 
of  attractiveness  and  in  facilities 
for  showing  the  merchandise  to  the 
advantage  of  the  customers.  And 
we  have  seen  to  it  that  the  prices 
are  the  kmd  that  will  satisfy  the 
customer. 

Cluny  Lace  Curtains  —  Linen 
lace  insertions  and  edges  in  white 
and  Arabe  ;  a  pair,  53-75.  S2.75 
and  $1.95. 

Fine  Cable  Net  Lace  Curtains 
— In  white  and  ivory  tints  ;  ser- 
viceable and  very  low  priced  ;  a 
pair,  $6.50,  ?5.oo  and  $3-75- 

Novelty  Lace  Curtains — Neat, 
daint>',  bed  room  curtains,  in 
white,  $2.75  and  $2. 25. 


They  Just  Suit  Me 

We  knew  they  would;  that's 
the  way  we  make  them.  When 
they  dnn't  suit,  we  want  to  know 
it.  But  it's  all  in  the  filler.  We 
use  good,  clean  stock,  the  best 
obtainable.  That's  why  "  Su- 
preme Court  "  cigars  bring  10 
cents  and  why  you  get  vour 
money's  worth.  For  smokers 
who  can't  afford  a  dime,  there's 
our  "Tomboy,"  the  best  5  cent 
cigar  on  the  market.  '  Who 
keeps  them?"  Every  first-class 
cigar  dealer.  The  way  to  get 
them  is  to 

ASK  FOR  THEM. 
If  the  dealer  tells  you   there  are 
others,  tell  him  they  are  not  to  be 
compared. 


The  Kelsey 
Furnace  Heats  a 
House  With  Less 
Coal  and  Care 

than  a?iy  other  make. 

I'm  the  Danbury  agent  for  this 
wonderfully  good  furnace  and  1 
want  you  to  know  of  its  value.  If 
you  cannot  find  the  time  drop  me 
a  postal.  It's  my  business  to  see 
you,  and  I'll  be  on  hand  any  time 
you  say. 


No.   94  T 


Reed  Furniture 
From  The  East 

Sold  fast  enough  at  our  regular 
low  prices.  It  would  have  cost 
you  one-half  more  last  week. 
Prices  are  only  one-third  the  cost 
of  American.  Fools?  No,  only 
crowded;  room  needed.  Interest- 
ing?   Yes,  \oyou. 

Chinese  Reed  Fum'iture  is  made 
with  frames  of  bamboo,  which 
makes  it  extremely  light  in  weight 
and  adds  much  to  its  elasticity 
a  nd  thus  to  its  comfort-giving 
qualities.  The  fabric  is  woven 
from  split  reeds  bleached  and  not 
shellacked  or  varnished.  It  is 
cool  and  almost  indestructible. 

$1  Reed  Foot  Srools  at  65c. 

$5  Reed  Arm  Chairs  at  ?3-5o. 

S5.50  Reed  Chairs  at  S3. 50. 

S5 .50  Reed  Arm  Chairs  at  $3-5o- 

$6  Reed  Arm  Chairs  at  $4. 

^6.25  Reed  Rockers  at  $4. 

$6,50  Reed  Tables  at  $4.25. 


The  Trading 
Stamp 
Humbug 

Did  you  ever  hear  of  a  concern 
growing  enormously  rich  by  giv- 
mg  goods  away  ? 

On  the  surface  that  is  the  im- 
pression conveyed  by  the  trading 
stamp  concerns. 

They  maintain  expensive  estab- 
lishments— but  sell  no  goods — 
just  hand  them  out  for  stamps._ 

Dig  down  deeper  and  you  find 
that  those  who  give  stamps  have 
to  buy  them  and  those  who  osten- 
sibly get  them  for  nothing  have 
to  pay  for  them  in  increased 
prices  for  goods. 

How  many  merchants  do  you 
suppose  would  take  up  the  trad- 
ing stamp  proposition  on  the 
basis  of  losing  money  on  it? 

Not  one.  Exactly  the  reverse. 
It  is  figured  for  a  good  profit  and 
is  worth  it,  for  the  time,  trouble 
and  extra  labor  involved. 

It  is  by  fostering  the  idea  that 
the  stamps  are  given  away  that 
the  whole  humbugging  scheme 
Lxists,  and  without  which  it 
would  not  last  over  night. 

One  thing  at  a  time— when  we 
have  thoroughly  saturated  you 
with  the  folly  and  wastefulness  of 
chasing  the  little  perforated  stick- 
er, we  are  going  to  throw  light  on 
some  other  self-evident  fallacies— 
tlie  idea,  for  instance,  that  the 
same  identical  articles  in  Men's 
or  Boys'  Clothing,  Hats,  Caps, 
Shoes'or  Furnishings,  are  worth 
a  third  or  half  more  in  a  Main 
Street  store  than  you  can  buy 
them  for  on  Seneca  Street,  at 
The  Libertv. 


Clothes  That  Are 
the  Real  Thing 

Your  advantage  in  buying  our 
clothes  is  all  in  the  clothes.  They 
may  even  cost  you  more  than 
others  ;  you'll  get  more. 

It  will  pay  you,  in  looks  and 
comfort,  to  be  sure  of  all-wool, 
and  avoid  the  mercerized  cotton 
cheat,  in  vour  clothes. 

Our  label  is  all-wool  insurance  ; 
a  small  thing  to  look  for,  a  big 
thing  to  find. 

Suits,  Si  5  to  S30.  Special 
Overcoats,  S20. 


No.  950 


This  Weather 
Shoes 

Shoes  for  gentlemen,  in  calf,  box 
calf,  and  patent  leather — any 
style  and  all  the  comfort  you 
want,  with  light  soles  or  heavy 
soles,  and  just  fitted  for  this  New 
Haven  weather.  Look  as  though 
they  were  worth  S5,  but  I  sell 
them  for  S3,  and  guarantee  satis- 
faction. 


New  Polo  Hats 

Yesterday  nearly  two  hundred 
new  polo  hats,  ranging  in  price 
from  Si. 25  to  $6,  came  into  the 
Golden  Salon  in  every  color  that 
you  would  find  in  a  June  flower 
garden— brown,  blue, white,  green, 
red. 

The  Sr. 25  kinds  are  black.  In 
all.  twelve  different  styles. 


Unusual 
Coats  at  $25 

We  tried  to  see  just  how  much 
value  —  by  special  pressure  and 
special  effort— cow/rf  be  put  int(j 
a  S25  coat. 

The  result  is  before  you; 

Coats  of  fine  black  Venetian 
cloth,  52  inches  long;  lined 
throughout  with  high-grade  white 
peau  de  sole.  Two  models- with 
full  loose  back,  or  loose  back 
finished  with  strap.  Both  collar- 
less  and  trimmed  at  the  neck  with 
pongee  or  peau  de  sole,  covered 
with  a  design  of  fine  braid.  Cuffs 
correspond. 


No.  953 


Something 
For  Nothing 

During  the  months  of  Ft.'liru- 
arv,  March  and  April,  iq^j,  \ve 
shall  refund  the  full  amount  paid 
(or  all  poods  bought  on  certain 
days,  giving  every  purchaser  a 
chance  of  securing  a  supply  of 
Wines  and  Liquors 

ABSOLUTELY   FREE. 

With  each  purchase  a  dated 
ticket  will  be  given.  Preserve 
the  tickets,  for  all  money  paid  on 
one  day  of  the  month  will  be 
given  back. 

On  the  last  day  of  the  month 
the  free  date  will  be  announced. 
If  you  made  your  purchase  on 
said  day,  present  your  ticket  at 
anv  time,  AND  GET  YOUR 
MONEY  BACK. 

The  low  prices,  excellent  qual- 
ity and  absolute  purity  of  our 
goods  have  already  made  our 
business  very  popular.  We  trust 
that  this  new  and  liberal  offer 
will  gain  us  many  new  patrons. 
We  are  the  only  exclusive  Family 
Supply  House  in  Peoria  and 
carry  a  complete  stock  or  Im- 
ported and  Domestic  Wines  and 
Liquors.  Our  own  brands  : 
"  Family  Cabinet  "  Bourbon,  full 
quart,  Si. 00;  "  Home  Club" 
Rye,  full  quart,  Sgc,  are  the  finest 
Whiskies  bottled,  unsurpassed 
for  medicinal  use.  Visit  our 
store  and  inspect  our  goods  and 
prices. 


No.  954 


Boys'  Cast  Iron 
School  Shoes 

Made  of  leather  that  IS  leather 
—  double  sole  and  tap  —  triple 
stitched — raw  hide  cap,  round  toe, 
laced  — the  best  wearing  boy's 
shoe  made— and  at  our  price  the 
best  to  buy— sizes,  11  to  2,  Si  — 
sizes  3  to  5/^,  Si. 25. 


Longcloth 


Twelve  Yards  for  $1. 

A  previous  shipment  of  these 
goods,  presenting  a  very  much 
larger  quantity,  was  sold  out  in  a 
single  day.  Little  wonder,  when 
sucn  a  staple  fabric  was  sold  at  a 
full  third  below  its  regular  price. 
This  is  a  quality  of  Longcloth 
that  sells  all  the  year  round  at 
Si. 50  for  twelve  yards.  It  is  per- 
fect in  every  way.  The  manu- 
facturer had  good  trade  reasons 
for  disposing  of  it  at  this  time;  so 
we  are  able  to  offer  this  addition- 
al quantity  at  Si  instead  of  Si. 50 
for  a  piece  of  twelve  yards.  But 
ynu  must  be  prompt  now  or  it 
will  all  be  gone. 


Eolienne 
38c.  a  Yard 

"Silk  or  Silk  -  and  -  Cotton  — 
Which?" 

People  ask  the  question  con- 
stantly. Their  eyes  tell  them  one 
thing,  and  their  common  sense 
tells  them  another.  How  could 
all-Silk  Eolienne  be  sold  for  3SC.  a 
yard? 

No,  it's  not  all-silk— but  fully 
half-silk,  and  so  beautifully  woven 
that  it  would  deceive  anyone  if  we 
were  not  careful  to  sUte  the  exact 
truth. 

You  may  always  rely  on  this 
store  to  tell  you  what's  in  a  piece 
of  dress-goods,  or  clothing  or  any- 
thing else  sold  here,  and  what  you 
are  told  will  be  the  exact  facts. 


No.  957 


It  Sticks  to  Stay 

You  business  men  tired  of 
fooling  with  poor  mucilage  ?  Buy 
"Stafford's  Mucilage,"  bottled 
in  quart,  pint  and  smaller  meas- 
ures. 

Tlie  best  mucilage  too  weak  for 
ymir  work?  Let  Stafford's 
Liquid  Gum  get  hold  of  it. 
Stands  air,  shuns  sediment.  Pints 
50  cents.     Quarts  75  cents. 

For  Library  use.  Photo,  mount- 
ing, and  the  like,  Stafford's  Con- 
centrated White  Paste  pleases 
most.     No  "  seconds." 


No.  958 


Easter  Millinery 
Models 

A  little  army  of  deft-handed 
workers  in  our  millinery  work- 
rooms have  been  busied  preparing 
scores  of  Easter  hats,  the  inspira- 
tion for  which  came  from  magnifi- 
cent French  models.  Some  are 
direct  copies. 

These  exquisite  modes  are  now 
on  display  and  will  be  of  the  ut- 
most interest  to  visitors.  They 
are  so  cleverly  made  that  it  is  im- 
possible to  tell  them  from  the 
Paris  creations.  They  have  caught 
the  very  atmosphere  of  Parisian 
art. 

Special  Sio,  for  to-day  only. 


No.  950 


Here's  an  Olive 
Chance 

Pimentolives.  These  are  little 
olives  stuffed  with  Spanish  sweet 
peppers.  There  is  no  more 
grateful  relish  to  be  had.  The 
bottles  are  not  large,  but  they  are 
much  larger  than  the  pric^— for 
Monday— 10c.  a  bottle. 


No.  9G0 


Millinery  To  Trim 
at  Home 

Untrimmed  chip  hats  in  the 
newest  shapes  and  colors.  You 
cannot  fail  to  be  suited— the  var- 
iety to  select  from  is  so  great. 
There  are  little  hats  quirked  and 
bent  up  in  startling  fashions  {in- 
tended to  be  trimmed  with  knots 
of  flowers  and  wings  standing  up 
straight).  Other  hats,  sailors  and 
a  multitude  that  are  indescribable, 
gsc.  to  S3. 50. 


224 


POWELL'S    PRACTICAL   ADVERTISER. 


Dinner  and 
Tea  Sets 

You  will  want  the  Easter  table 
to  be  tastefully  dressed. 

Here's  the  opportunity  to  get  the 
choicest  sorts  of  China  and  Glass- 
ware at  wonderful  savings. 

All  these  sale  participants  are 
offered  a  positive  saving  of  33  to 
50  per  cent. 

One  of  the  Third  Avenue  win- 
dows will  give  you  an  idea  of  the 
beauty  of  the  goods. 

Dinner  Set  of  English  Porce- 
lain, with  neat  underglaze  decora- 
tions, 3  colors,  100  pieces  includ- 
ing soup  tureen  and  good  size 
meat  dishes.    Worth  $10,  special, 

Dinner  Sets  of  English  Porce- 
lain, with  colored  borders,  in 
green,  cobalt  blue  or  maroon,  100 
pieces,  worth  $18.  Special  in  the 
Bloomiogdale  crockery  store  , 
Jio.gS. 


Sharpen 
Your  Pencil 

with  a  knife.  How  long  will  the 
pencil  stay  sharp?  How  long  will 
the  ktii/e  stay  sharp?  Do  you 
enjoy  handling  white  paper  with 
lead-blackened  fingers? 

Paper  Lead  Pencils  put  an  end 
to  the  whole  dirty  business. 
Prick  the  paper,  whirl  off  a  strip, 
and  you've  a  pencil  in  shape  for 
hours  of  work.  These  pencils 
are  filled  witli  finest  Bavarian 
lead,  are  rubber-tipped,  and  sell 
at  tlie  "one-profit"  price,  25  cents 
a  dozen. 

N.  K.— Need  Blank  Books? 


No.   963 


When  You  Buy  a 
Ran^e 

buy  a  good  range.  The  few  dol- 
lars difference  between  the  price 
of  a  good  range  and  tlie  price  of 
a  poor  range  will  more  than  come 
back  to  you  in  the  greater  econ- 
omy of  fuel,  the  greater  efficiency 
and  durability  of  the  good  range. 

WHEN  YOU  BUY  A 
RAN(;E  don't  forget  that  econ- 
omy of  maintenance,  working 
convenience  and  durability  are 
the  points  to  be  considered.  Buy 
a  range  tluit  ha.s  a  record  for  giv- 
ing satisfaction  in  these  points. 
F<ir  the  proof  of  the  range  is  in 
the  working. 

WHEN  YOU  BUY  A 
RANGE  you  can't  do  better  than 
buy  a  Richmond  or  a  West  Shore, 
Thousands  of  these  ranges  are  in 
every  day  use  here  in  Danbury, 
and  their  records  are  ones  of  in- 
variable satisfaction.  We  want 
to  show  them  to  you  if  you're 
thinking  of  buying  a  range. 


Wl-  don't  believe  the  bees  can 
produce  a  more  luscious,  a  more 
perfect  table  delicacy  than  tliis 

Strained  Honey 

we've  just  received.  It's  the  kind 
that  took  first  premium  at  the 
World's  Fair,  it  is  far-famed  for 
its  goodness. 

15  Cents  a  Lb. 

is  cheap  for  it — but  it's  all  we  ask. 


Manhattan 
Club  Cheese 

We  had  a  demonstration  of  this 
new  cheese  the  other  day  and  the 
way  it  sold  was  surprising.  We 
thought  we  had  enough  to  last  a 
week,  but,  as  a  matter  of  fad.  it 
was  sold  all  in  one  day.  We 
have  just  got  a  new  shipment  and 
it  will  go  on  sale  Monday  for  10 
cents  a  package. 


Parlor  Suits 
at  Half 

You  may  choose  from  almost 
ourentire  assortment  of  three-piece 
Parlor  Suits  to-morrow  at  one- 
half  the  marked  prices. 

Of  course  we  accept  a  loss  on 
every  suit  we  sell.  We  have  a 
reason  for  doing  this  most  unusu- 
al thing,  but  it  wouldn't  interest 
you.  Sufficient  to  say  that  tlie 
offer  is  a  bona-fide  one  and  you 
can  buy  these  suits  at  half  price. 

#20  suits  at  Sio. 

;^25  suits  at  $12.50. 

?3o  suits  at  $15. 

?4o  suits  at  ?2o. 

?So  suits  at  %z^. 

$bo  suits  at  $30. 

?7o  suits  at  ;?35. 

$90  suits  at  #45. 

Forty  patterns  to  select  from 
— only  one  suit  of  each  style — no 
duplicates. 


Finest 
Furniture 


House  beautiful  ;  that's  the  pur- 
pose and  the  effect  of  our  furni- 
ture. 

We  have  secured  such  makes 
that  not  only  ornate  home  in  an 
attractive  way,  hut  to  last  ;  and 
yet  with  all  the  finery,  artistic 
touches  and  finishes  that  charac- 
terize even  the  clieapest  article  wc 
have,  the  prices  are  within  the 
bounds  of  every  modest  purse 

Take  sideboards  —  An  assort- 
ment that  has  no  equal  for  variety , 
the  carving,  the  polishing,  the  fin- 
ishing aie  of  tlie  highest  type  ;  the 
woods  are  the  best  seasoned,  and 
the  constructions  are  as  finn  as 
vises.  Our  prices  commence  at 
?9.oo. 


Boy's  Easter  Suit 
Best  Here 

There  is  good  reason  why  so 
many  parents  pin  their  faith  to  our 
selections  of  boys'  suits.  It's  the 
care  with  which  the  boy's  needs 
and  preferences  have  been  studied 
— the  i)recautions  taken  that  every- 
thing in  the  clothes  shall  be  just 
right. 

When  we  give  an  order  for  boys* 
suits,  special  men  are  put  to  work 
on  them,  and  our  instructions  are 
followed  to  the  letter.  Result- 
clothing  that  is  sound  in  fabric, 
perfect  in  fit,  that  will  look  well 
and  wear  well — the  best. 

Boys'  2-pc.  suits,  in  double- 
breasted  and  Norfolk  styles  ; 
trousers  with  double  seat  and 
knees,  others  with  two  pairs  of 
trousers,  S5. 

Boys'  3-piece  suits — coat,  vest, 
and  knee  pants — plain  blues  and 
black,  ;?io  value,  ;?7.5o. 


Get  Ahead 
Of  The  Flies 

It  Is  A  Good  Plan 

To  Get  A  Little  Ahead  Of  The 
.Flies, 

And  Early  Spring  Bugs  and  In- 
sects. 

— the  very  best  way  is  not  to  let 
them  get  into  the  house  and  thun 
you  will  not  be  annoyed  with  them 
or  worried  in  trying  to  get  them 
out. 

We  pay  particular  attention  to 
Fly  Screens  for  doors  and  win- 
dows. 

Our  stock  is  ready,  full  and 
Complete,  all  new,  in  the  Base- 
ment. 

Window  Screens  from  ioct0  75c. 

Screen  Doors  at  almost  any 
price. 


Do  You  Own  Any 
Coupon  Bonds  ? 

If  such  bonds  or  the  coupons 
from  same  are  lost  or  stolen, 
and  are  sold  to  an  innocent  pur- 
chaser, such  holder  has  a  good 
title  by  possession,  ard  the  loser 
cannot  recover. 

A  SAFE  DEPOSIT  BOX  in 
the  Manganese  Steel  vault  of 

PITTSBURG  TRUST  CO. 
is  a  safe  and  convenient  deposi- 
tory for  all  securities. 

55.00  Per  Annum  and  Up- 
wards. 

WE  PAY  INTEREST— 4 
jier  cent,  on  Savings  Deposits 
and  2  per  cent,  on  checking  ac- 
counts. Safety  assured  by  capi- 
tal, surplus  and  profits  of  $6,000,- 

000. rio. 

Write  for  booklet  24. 


New  Millinery 
Creations 

It  is  strange  how  these  hats  have 
a  distinct  individualitv  and  style 
that  other  spring  hats  lack. 

Not  strange,  eitlier,  when  you 
consider  how  closely  we  know 
Paris  and  what  her  whims  mean. 

A  radical  change  in  fashions  is 
hard  to  get  used  to,  because  it  is  so 
often  misunderstood  and  carica- 
tured in  reproduction.  But  we 
have  heard  enough  praises  of  our 
millinery  this  spring  to  turn  the 
head  of  every  hat  that's  here. 

Very  smartest  styles,  ^10.00. 
Can't  match. 


No.   072 


Advance  Wall 
Paper  Designs 

As  usual  with  us,  the   new  w;ill 

iiapers  are  here  early.  We  br- 
ieve we  can  i>rovitle  you  with  .1 
wider  choice  of  better  and  more 
stylish  papers  than  you  can  find 
elsewhere,  now  or  later.  Oui 
stock  is  made  up  of  all  gi'adcs 
from 

FINEST  TAPESTRIES, 
CROWN  HANGINGS, 
APPLIQUE  FRIEZES, 
down  to  inexpensive  yet  neat  and 
serviceable  patterns.       Each   was 
carefully  selected   with  a  view  of 
showing  sometliing  desirable  for 
every  purpose  and  at  every  price. 
Bring  in  the  si/.e    of    your   room 
and  l.ET  US  HELP  YOU  TO 
SAVE     ON     WALL     PAPER 
THIS  YEAR. 


A  $4  Oil  Heater 

that  will  give  out  as  much  heat  as 
many  of  the  stoves  that  sell  lor?;, 
$6  and  S7,  ought  to  have  a  special 
attractiveness  for  this  cold 
weather. 

There 's  sure  to  be  many  "spare- 
room"  emergencies  that  the 
"Peach  Oil  Heater"  will  meet 
most  acceptably,  and  they  sell  for 
only  $4. 


35c.  for  All-Wool, 
50C.  Voile 

Not  the  stuff  you'd  expect  to 
get  tor  35c — not  pully  nor  sleazy 
in  any  way,  but  firm  and  tight  with 
springiness  that  comes  only  when 
the  yarns  are  properly  prepared. 

36  inches  wide  in  die  following 
colors — cream,  navy,  brown,  cas- 
tor, champagne,  tan,  light  green, 
gniy,  reseda,  pink,  French  blue, 
light  blue  and  lieliotrope. 

Anything  missing?  Can  you  do 
as  well  elsewhere?     Tell  us  about 


Credit  of  the 
Right  Sort 

We'll  sell  you  a  Suit  or  an 
Overcoat  and  credit  you  for  it, 
and  besides  we  help  you  save,  for 
we'll  accept  payment  a  little  at  a 
time  weekly  or  monthly.  We'll 
trust  you  freely  and  willingly. 
You'll  have  as  good  attention  as 
anyone  can  get  anywhere — you'll 
be  protected  by  the  same  guaran- 
tee, for  everything  that  we  sell 
that  fails  to  please  may  be  re- 
turned and  no  questions  asked. 


No.    OTO 


Cut  Glass 
and  China 

Things  always  a]ipreciated  and 
always  needed,  but  not  aU\'ays  to 
be  had  at  prices  tlia;  afford  such  an 
exceptional  opportunity  to  pr;ic- 
tice  economy  as  is  rejiresented  at 
this  special  sale.  We  direct  your 
attention  to  our  display  of  rich 
cut  glass. 

Special  prices  on  cut  glass  : 

25c.  for  handled  s li  e  r  b  e  r  t 
glasses. 

35c.  for  water  tumblers,  full 
size. 

75c.  for  oil  or  vinegar  cruets. 

$■1.^0  for  footed  cream  bowls. 

Spi(  ial  offers  in  dinner  sets  : 

?*■  for  loo-pijcc  handsome  i>or- 
tirl.iin  dinner  sets. 

512.50  for  fine  imported  Aus- 
trian china  dinner  sets. 

Sisfor  loo-piece   French  china 


The  Why  of 
Our  $1.90  Hats 

We  do  a  large  business  the 
vcar  round.  Our  Hats  have  their 
seasons — as  in  other  stores.  But 
our  Hats  don't  have  to  pay 
twelve  months'  expenses  for  five 
months'  business.  That's  why 
55  quality  costs  but  #2.90 ;  54 
quality  52.40,  and  the  ^3  quality 
5 1  QO. 


CYCLOPEDIA   OF    RETAIL   AND    LOCAL   ADVERTISEMENTS. 


225 


No.  07S 


No.  983 


No.  085 


Handsome 

Neckpieces 

Kven  the  least  expensive  pieces 
should  be  selected  with  care,  for 
"just  that  little  touch"  at  the  neck 
either  brings  out  good  points  or 
accentuates  bad  ones,  nut  only  of 
the  eyes  and  hair  and  of  the  com- 
plexion, but  of  the  appearance  of 
your  gown  itself. 

New  Turnover  Sets,  in  linen 
and  Swiss,  Hardanger  effects  in 
Reiser's  makes,  for  50c. 

Tailor-made  Stocks  in  a  dozen 
different  styles,  very  stylish  ef- 
fects, for  50c. 


No.  979 


Lawn  Mowers, 

Garden  Tools  and 

Other  Helps 

at  Seed-Time 

Gardening  is  the  best  Spring 
exercise,  and  it  brings  its  reward 
all  Summer.  But  the  joy  depends 
a  good  deal  on  the  implements. 
Here  are  reliable  kinds— garden 
tools  of  every  sort.  You  can  put 
full  force  in  your  work  and  they'll 
stand  it ;  you  can  spare  yourself 
and  they'll  be  efficient. 

Seeds  that  will  come  up  lustily. 
Evervthing  to  help  you,  except 
the  rain  and  sun.  Moderate  in 
price  ; 

Garden  Spades,  75c.  and  $1. 

Garden  Rakes,  steel,  50c.  to 
65c.;  malleable  iron,  20c.  to  30c. 

Trowels,  5c.  to  20c. 

Garden  Hoes,  35c.  to  50c. 

Spading  Forks,  90c.  and  $1. 

Grass  Catchers,  75c.  to  $1.50. 

Garden  Hose,  loc.  to  20c.  a  foot. 

Hose-Mending  Outfit,  25c. 

Wanamaker  Lawn  Mowers, 
low-wheel,  lo-in.,  at  $2.50,  up  to 
iS-in.,  at  S3. 50;  high-wheel,  12- 
in.,  at  ;?4.75.  up  to  20-in.,  atSf>-75- 


No.  980 


**  Every  Day  " 

The  harvests  of  the  world  are 
being  reaped  "every  day"  in 
the  vear,  and  the  wealth  of  all  the 
world  is  being  dealt  in  "every 
day  "  in  the  stock  market. 

Tliere  is  wealtli  to  be  gathered 
"every  day  "  by  those  who  take 
advantage  of  the  market's  ebb 
and  flow. 

"  Every  day  "  I  am  ready  to  af- 
ford you  the  best  brokerage  ser- 


No.    981 


Lillian   Corsets 

Some  New  Beauties. 

Another  group  of  Lillian  <ieiu~ 
tatttes.  The  very  latest  models. 
Outrivaling  Lillian  Corsets  of 
other  years,  as  Lillian  Corsets 
outrival  all  others. 

Made  in  France.    For  us  alone. 

Full  of  universal  grace  and 
ease.  Your  dressmaker  will  ap- 
preciate them. 

At  56.50 — Gracefully  modeled; 
straight  fmnt;  for  slender  and 
medium  figures.  Of  cool  batiste, 
with  supporters  in  front;  trimmed 
with  lace  and  ribbons.  Sizes  18 
to  24. 

At  5io— French  coutil;  design- 
ed for  the  stout  figure;  durable.  It 
gracefully  curves  the  hips  and 
shapes  the  form  faultlessly.  Sup- 
porters front  and  sides.  Sizes  20 
to  36. 

Expert  fitters  in  attendance. 


Superior  Stock 

Satisfactory 

Service 

Upon  these  points  we  base  our 
claim  for  your  patronage.  Our 
nurseries,  now  comprising  about 
2go  acres,  are  devoted  exclusively 
to  hardy  ornamental  trees,  shrubs 
and  perennials — no  fruit  trees  or 
tender  plants.  Our  increased 
planting  for  last  spring  aggregated 
45  acres.  Everything  is  healthy 
and  vigorous,  showing  a  luxuriant 
growth  of  the  past  season. 

Facilities  for  shipping  are  the 
best.  Have  the  Pennsylvania  K. 
R.  and  Adams  Express  at  our 
door  or  can  ship  by  the  Philadel- 
phia &  Reading  R.  R.  and  United 
States  Express.  The  erection  of 
a  tiew  packing  house  has  also 
added  materially  to  the  value  of 
our  service.  Last,  but  not  least, 
is  a  complete  stock  of  everything, 
particularly  seedlings  and  one  and 
two  year-old  shrubs.  Oaks,  of 
course,  we  have  by  the  hundreds 
of  thousands. 

Now,  is  it  not  reasonable  to 
suppose  that  we  can  serve  you  to 
your  entire  advantage  and  satis- 
faction ? 

Our  new  Fall  Catalogue  is  free 
for  the  asking. 


No.  983 


The  Boys' 
Summer  Clothes 

Not  a  bit  too  soon  to  pick  the 
choice  plums  that  are  here  ready 
for  you  now. 

New  materials  and  handsome. 

H  the  bov  gets  his  clothes  here 
—he  gets  them  right.  Stylishly 
right,  right  in  fit,  and  price  right. 
Could  you  ask  more  ? 

Washable    Suits  in  abundance. 

Just  these  few : 

Russian  Blouse  Suits,  Eton, 
military  and  new  round  collars  ; 
sizes  for  3  to  7  years,  at  $1.35  to 
#5  a  suit. 

Sailor  Suits,  with  Eton  collar, 
sizes  for  5  to  10  years  ;  with  sailor 
collar,  sizes  for  4  to  12  years  ;  at 
$1  to  $$  a  suit. 


The  Time 
for  Planting 

will  soon  be  here  again  and  with 
it  come  the  usual  problems — what 
to  plant  ;  the  merits  of  this  tree  or 
shrub;  how  to  obtain  this  effect, 
and  many  otlier  questions  equally 
important.  Let  us  assist  you  ! 
We  have  half  a  century's  experi- 
ence in  back  of  the  solution. 
Keep  this,  the  primary  principle 
of  success,  ever  before  you  : 

In  Planning  for  Planting  let 
Quality  be  Paramount. 

A  few  words  apropos — The  only 
satisfaction  in  buying  inferior  stock 
is  in  the  thinking,  at  the  time, 
that  you  have  saved  a  few  dollars 
on  the  purchase.  This  is  ephe- 
meral. The  erstwhile  satisfaction 
vanishes  when  results  become 
apparent,  or  rather  fail  to  mate- 
rialize as  you  were  wont  to  have 
them.  The  tree  is  sickly  ;  does 
not  thrive  and  is  the  source  of  dis- 
pleasure. Your  only  alternative 
is  to  replace  it.  By  this  time  you 
appreciate  the  value  of  quality  and 
buy  a  good  stout  tree — one  that  is 
healthv  and  well-rooted.  Every- 
thing is  satisfactory  now,  but  think 
of  the  expense,  annoyance  and 
lost  time  that  might  have  been 
avoided  by  paying  a  trifle  more  at 
the  first  for  quality.  Write  for 
our  new  list  :  "  Young  ,  Orna- 
mental Stock." 


For  Young  Men 

We  were  greatly  pleased  last 
week  at  the  number  of  young 
men  from  univers'ties,  colleges 
and  high  schools  tliat  made  their 
spring  purchases  in  this  section. 
It  was  evidence  that  the  clothes 
we  sell  have  a  distinctive,  exclu- 
sive and  smart  look. 

Young  Men's  Suits — Ch  es  t 
measures  from  32  to  36  inches.  \\\ 
which  small  men  can  be  fitted  .it 
a  great  saving  ;  coats  all  cut  long, 
with  long  vent  in  center  seam. 
Four  specials — 51S.50,  $15.00, 
$12.50  and  $10. 


No.  986 


Exhibit  of 
Summer  Furniture 

The  great  number  of  purchasers 
who  visited  this  picturesque  dis- 
play during  the  past  week  indi- 
cates that  very  many  are  already 
anticipating  the  pleasures  of  their 
country  homes  and  the  out-door 
recreations  of  a  summer  day  in 
the  city. 

Here  and  there  amidst  surround- 
ings almost  true  to  nature,  are 
groupings  of  beautiful  pieces  for 
living  rooms,  bedrooms,  dining 
rooms,  libraries,  lawns,  verandas, 
and  for  other  cool  and  inviting 
retreats  in  and  around  the  summer 
home. 

A  few  of  the  specially  priced 
items:  Rattan  Couches,  $5.00; 
East  India  Arm  Chairs,  $450; 
Large  High  Back  Rockers,  with 
rattan  seat  and  back,  $3.75  ;  Arm 
Chairs  to  match,  $3.50. 


No.  987 


Good  News 
For  the  Kitchen 

Kitchen  utensils  that  deserve  to 
be  trusted.  Safe,  efficient,  dur- 
able,  sanitary   and   well-favored. 

That  is  the  kind  that  receives 
these  low  prices  to-day  : 

Turquoise  Blue  Enamel  Ware 
White-lined 

Saucepans,  4  qts  ,  38c,  were  55c  ; 
6  qts..  4SC,  were  68c. 

Berlin  Kettles,  3  qts.,  25c,  were 
3SC. 

Stewing  Kettles,  8  qts.,  58c, 
were  82c. 

Water  Pitchers,  i  qt.,  35c,  were 
50C. 

Tea  and  Coffee  Pots,  2  qts., 
3SC,  were  50c. 


No.  988 


Navajo  Blankets 

Direct  from  the  Indian  reserva- 
tion whose  name  they  bear. 

Elegant  and  hand^^ome  speci- 
mens of  native  wool  weaving. 

And  pieces  that  will  last  three 
generations  and  more. 

The  sizes  range  from  3  X4  ft.  to 
5  X  7J4,  approximately. 

From  fS,5o  to  $100. 


Fountain  Pens,  $i 

The  Fountain  Pen,  which  is 
always  much  more  convenient, 
becomes  a  necessity  in  Summer- 
time when  people  are  going  on 
vacations  or  living  in  Summer 
homes,  where  inkwells  are  always 
empty.  The  "Never  Fail" 
Fountain  Pen  is  giving  satisfac- 
tion to  thousands  of  users,  and 
yet  the  price  is  only  $1. 


Is  the 

Dress  Coat  Seedy  ? 

Has  your  Evening  Coat  or 
Jacket  lost  its  virgin  bloom,  is 
the  cloth  no  longer  as  black  as  a 
raven's  wing,  do  you  dread  to  slip 
into  it  because  the  sleeves  arc  loo 
short,  the  shoulders  too  narrow, 
the  back  all  a-pucker?  Here's 
timely  aid  to  needy  wardrobes.  A 
few,  only  a  few,  of  this  season's 
Full  Dress  and  Tuxedo  Suits  to- 
day for  $24.50— they  were  $35. 

Evening  Clothes,  you  know, 
must  be  sinless  or  they  invite  that 
awful  stigma— "hired," 

These  Evening  Suits  are  im- 
peccable in  Fit  and  Style,  correct 
from  rim  to  rim. 

They're  the  very  suits  for  the 
hotel  piazza  or  the  Summer 
"hop."     $24.50. 


No.  991 


Hand-Embroider- 
ed Waist  Patterns 

Pretty  things,  worth  a  dollar 
more  than  their  price. 

From  Belfast,  Ireland.  Hand- 
embroidered— on  fine  linen. 

The  shipment  was  late  ;  we  ex- 
pect another  lot  close  on  its  heels. 
That's  the  wherefore  of  these  low 
prices. 

$3-75  and  ^4  each. 

The  ?3.7S  pattern  contains  zVx 
yards  of  fine  Handkerchief  Linen, 
34J4in.  wide,  embroidered  front 
panel,  collar  and  cuffs  to  match. 
Neatly  boxed. 

The  54  pattern  contains  2  yards 
of  extra  fine  Handkerchief  Linen, 
witli  embroidered  front,  and  collar 
and.cuffs. 


No.  992 


Brass    Desk    Fur- 
nishings For 
Easter  Gifts 

Acceptable  presents  for  any  day 
—but  they  come  to  mind  especially 
as  a  gift-time  approaclies. 

Ideal  gifts— handsome,  artistic 
and  enduring- 

Tlie  prices  are  decidedly  low  : 

Desk  Pads,  with  ornamental 
comers,  at  #6,  $7.50  and  #8.^0. 

Inkstands,  at  $1.75,  $3. 50,  $4. 50, 
55,  56  and  $12. 

Letter  Racks,  at  $3,  $5,  56  and 
56  50. 

Book  Racks  and  Ends,  at  56, 
56.50  and  5g- 

Hand  Blotters,  at  51.25.51.50, 
52  and  53.50. 


No.  99.3 


Flowers  &  Foliage 

BELOW  THEIR  WORTH 

For  trimming  the  Spring  and 
Summer  hats. 

Beautiful,  life-like  clusters  and 
wreaths,  flowers  and  fruits.  In 
actual  colors  or  the  pastel  shades 
tliat  Fashion,  not  nature,  decrees. 

But  here  is  the  point  :  The 
prices  are  lower  for  worth  than 
they  have  ever  been,  anywhere. 
These  : 

Wreaths  of  all  kinds,  including 
roses,  cherries  and  violets ;  all 
colors  and  a  variety  of  styles  of 
branching.     35c  to  65c. 

Bunches  of  flowers:  roses, 
chrysanthemums  and  asters.  20c. 
to  ';oc. 

Foliage.    15c.  to  20c.  a  bunch. 


226 


POWELL'S  PRACTICAL  ADVERTISER. 


Dream  Cream  for 
the  Complexion 

Every  woman  who  is  inter- 
ested in  the  matter  of  her  com- 
plexion should  be  informed  about 
the  merits  of  this  excellent 
cream.  It  is  prepared  after  the 
formula  of  a  very  eminent  special- 
ist, and  is  carefully  compounded, 
entirely  by  hand,  from  the  purest, 
daintiest,  and  most  expensive  in- 
gredients. The  action  of  the 
cream  is  entirely  innocent,  stimu- 
lating the  natural  functions  of  the 
skin  in  the  most  healtliful  manner. 

5i  per  jar. 

50  cents  per  trial  jar. 


995 


Rugs — A  Remark- 
able Gathering 

All  the  world  wants  rugs  now- 
adays. Rugs  for  full  rooms,  rugs 
for  halls,  rugs  for  the  filling  of 
odd  corners  around  bigger  rugs. 
And  so  rug  manufacturing  is  a 
great  industry  ;  and  the  gatnering 
of  all  the  various  worthy  kinds  a 
large  undertaking. 

We  feel  that  we  have  been  quite 
successful.  Will  you  look  them 
over. 

(Rinds  and  prices.) 


Suits  and 
Overcoats,  ^25 

This  price  is  a  fixture  with 
great  numbers  of  our  customers — 
with  business  men  especially. 
The  sterling  worth  of  every  gar- 
ment— the  style,  the  workman- 
ship and  the  materials — has  made 
it  so.  The  opportunities  for  se- 
lection are  the  best  offered  in 
Chicago  at  the  price. 

Single  and  double-breasted 
Sack  Suits  of  fine  worsteds  and 
cassimeres,  in  the  new  grays, 
broken  checks  and  stripes,  $25.00. 

Paddock  Overcoats  of  craven- 
etted  cloths,  in  black,  gray  and 
tan  shades,  silk-lined,  $25.00. 


No.  997 


Securities 
Representing 
$400,000,000  Were 
Saved  at  Baltimore 

By  being  in  a  safe  deposit.     Are 
your  securities  in  a  safe  place  ? 


Unusual  Beauty 
in  Handkerchiefs 

A  dainty,  tasteful  handkerchief 
represents  the  personality  of  the 
owner. 

Here  are  new  desijjns  for  spring 
remarkable  for  beauty  : 

Women's  All-Linen  Handker- 
chiefs, 25c,  each — Lace  trinmitd. 
With  colored  embroidery.  Witli 
colored  borders.  Hemstitched 
and  embroidered.  Unlaundered 
and  Iiand-embroidered,  with  in- 
itials. 

Men's  Silk  and  T.inen  Hand- 
kerchiefs, 50c.  each — Japanese 
silk,  solid  colors.  Silk  and  linen, 
white  with  colored  borders. 


Wide 

Ombre  Ribbons 

AT  35c.  A  YARD. 

The  beautiful  shaded  ribbons 
that  have  Fasliion's  attention 
now.  For  hat  trimmings  and  gir- 
dles. 

In  all  the  new  and  pretty  color- 
ings. 5^  inches  wide.  At  35c.  a 
yard.  Worth  very  much  more, 
as  any  woman  will  agree. 


Ready-to-\\"ear 
Hats,  $1.75  to  |io 

All  the  newest  and  most  popu- 
lar shapes  and  colors  of  the  sea- 
son are  represented  in  this  fine 
group  of  Ready-to-Wear  Hats. 

Great  variety  of  straws  and 
trimmings  is  included.  Here  are 
Napoleons,  trimmed  with  silk 
ribbon  band.  Roll-brim  Sailor 
Hats  and  Turbans,  trimmed  in 
our  own  workrooms.  And  that 
ahme  insures  an  exclusive  design. 


April  the  Month 
of  Showers 
and  Raincoats 

With  a  light-weight  coat  over 
your  arm  you  may  defy  the  vaga- 
ries of  April  weather  and  run  no 
risk  of  having  finery  spoiled  by  a 
sudden  shower.  Better  have  one 
on  hand  to  protect  your  Easter 
frock. 

Our  9.75  raincoat  for  women, 
stylish  model,  of  light-weight 
cravenetted  worsted  cloth,  in 
gray,  tan  and  olive. 

For  12.50  there  are  long  wo- 
men's raincoats  in  tans  and  ox- 
fords. Made  in  coUarless  style, 
turn-back  cuff. 


No.  1003 


Easter  Toys 

Pretty.    Cute.    Ornamental. 

An  attractive  showing  of  Toys 
for  Easter-time  are  ready  this 
tnnrning,  including  rabbits, 
(.hickens,  eggs,  Easter  bells,  and 
many  other  novelties. 

A  nice  Easter  gift  that  will  give 
the  children  much  pleasure. 

All  sizes  and  styles.  Endless 
variety.     Some : 

Rabbits  at  loc,  25c,  50c  and  $1 . 

Chickens,  at  sc,  loc,  25c,  joc 
and  ?  r . 

Hens  that  lay  eggs,  at  50c. 

China  Eggs,  at  5c  and  loc. 

Roosters  in  Cage — open  the 
door  and  he  crows — at  25c,  50c 
and  $1. 


No.  ioo:{ 


Maple  Bamboo 
Furniture 

We  carry  a  very  large  assort- 
ment of  comfortable  and  durable 
Maple  Furniture,  with  turnings  of 
maple  to  represent  lUmboo,  with 
very  durable  double  cane  seats 
ancl  backs.  It  is  suitable  for 
either  indoor  or  outdoor  use,  and 
the  prices  range  from  450.  to 
$16.00. 


Mens  Silk  Hats  $5 

EASTER  PROMENADE. 

For  some  months  past  we  have 
lain  awake  nights  planning  and 
perfecting  a  Five-dollar  Silk  Hat 
for  this  time^a  silk  hat  that 
would  be  worthy.  And  it's  the 
old  storv — a  well-defined  purpose 
accompfished  by  unceasing,  cu- 
mulative work  It  won  out.  We 
have  the  Silk  Hat. 

The  quality  is  as  good  as  any 
we  know  at  56. 

Irreproachable  in  style.  As 
good  as  any  S6  silk  hat  made.  It 
will  top  off  creditably  the  best 
frock  coat  in  the  parade. 

Will  yours  withstand  the 
bright  sunlight  and  the  Avenue's 
critical  scrutiny? 

These  will.    $5. 


Phytalia 


A  Hair  Tonic  of  most  excep- 
tional virtues. 

It  is  made  in  our  laboratory — 
we're  certain  of  its  purity,  and 
the  virtues  of  the  vegetable 
properties  of  which  it  is  com- 
pounded. 

Phytalia  soothes  and  nourishes 
the  hair  follicles.  And  that  is 
getting  right  down  to  the  root  of 
the  matter  certainly. 

Promotes — and  then  strength- 
ens the  growth  of  the  hair. 

Makes  vigorous  the  circulation 
of  the  blood  in  the  scalp. 

Cleanses  the  scalp  of  all 
dandruff. 

Half-pint,  45c.     Pint,  850. 


Women's  Fancy 
Summer  Vests 

Just  heard  an  expert  say  that 
he  didn't  see  how  we  could  sell 
such  fine,  beautiful  vests  at  such 
small  prices. 

Imported,  light  and  cool.  As 
daintily  trimmed  as  muslin  under- 
wear. Comfortable  and  well-fit- 
ting.    And  sure  to  wear  long. 

Swiss  ribbed.  Low-neck, 
sleeveless  : 

At  50c.  each  —  White  ribbed 
lisle  thread,  lace  or  crochet-trim- 
med. White,  pink  or  sky  blue 
ribbed  mercerized  cotton,  trimmed 
with  mercerized  cotton  crocheting. 


Women's 
Tailored  Suits 

$21  to  $50. 

Between  these  prices  lies  the 
test  of  a  stock — the  suits  generally 
in  demand. 

Test  this  stock  of  ours  by  any 
stand.ird  —  it  will  elevate  the 
standard. 

It  is  here — between  S21  and  ;?5o 
— that  wc  "tried  ourselves."  AH 
the  taste,  skill,  fashion-kno\vl- 
edge,  perfect  tailoring  at  nur  com- 
mand are  expressed  in  this  gatli- 
ering. 

Voiles — Checked  and  striped 
materials. 

Drap  d'  Ete — Cloths  of  many 
kinds. 

All  the  brightest  and  newest 
styles,  materials  and  colors. 

No  matter  what  you  expect  you 
will  be  surprised  and  gratified- 


Rose   Bushes  and 
Seeds 

Hnlland-Grown  Rose  Bushes, 
on  Manetli  roots. 

If  you  buy  them  at  once,  and 
plant  them  at  once — full  grown 
roses  will  adorn  and  make  sweet 
yoiir  June  breakfast  table. 

Can  the  cost — and  it's  slight — 
compare  with  the  pleasure  ? 

At  15c.  each;  Two  for  25c; 
$1.25  a  Dozen. 


Dinner  Ware 
Department 

For  those  who  desire  to  make 
their  Easter  gifts  both  useful  and 
ornamental  we  offer  for  your 
selection  the  largest  stock  of 
Dinner  Ware  in  the  country. 
(_)ver  200  open  stock  patterns 
from  which  you  may  select  any 
number  of  pieces  you  wished  to 
be  matched  at  any  time. 

To  those  who  wish  to  make 
their  selections  for  Spring  fur- 
nishings we  are  ready  with  every 
requisite  in  Toilet  Ware,  Glass 
Ware,  Dinner  Ware,  Jardinieres, 
etc.,  etc. 


No.  1010 


Lingerie  Waists 

Exclusive — Inexpensive. 

No  need  of  a  magnet  to  make 
that  combination  as  attractive  as 
the  waist  themselves. 

Charming  blouses,  in  new 
styles— most  beautiful.  Exclu- 
sive models.     Superbly  made. 

Prices  that  ought  to  be  higher  : 

At  $'.75 — Of  mull  or  lawn;  eni- 
broidtred  and  trimmed  with  lace, 
or  with  insertion  and  medallions. 

At  5375 — Of  mull  or  allover 
embroidered  lawn;  trimmed  with 
lace  insertion. 

At  $4.50  —  Of  handkerchief 
linen;  embroidered;  tiny  plaits; 
seams  joined  with  beading. 

At  $5— Of  mull;  cluster  plaits, 
lace  insertions  and  trimmings. 

At  $6. 50 — Of  embroidered  lawn ; 
square  yoke  of  lace  insertion, 
front  and  back. 


Remember! 

Ch'tliing  without  style  is  like  a 
violin  without  strincs— minus  its 
soul.  But  even  style  in  clothing 
would  count  for  little  if  quality 
were  wrong.  Everything  wanted 
in  a  suit  of  clothing  you'll  find  in 
one  of  our  Suits  to  Order  for 
$15.00. 

Style,  Workmanship  and  Qual- 
ity. Vou  can  choose  from  .Scotch 
^iixtu^es.  Cheviots.  Cassimeres, 
Worsteds  and  Serges. 

Drop  in  and  talk  it  over. 


Prudent  People 

Keep  their  valuables  beyond  the 
rc.ich  of  thieves,  fires  and  tloods. 
I.Lt  us  have  the  custody  of  yours 
— you  cannot  always  guard  them 
— wc  can  ;  it  is  our  special  busi- 
ness. Five  Dollars  a  Year  pays 
fnr  ever>'  safeguard  that  modern 
skill  has  devised. 


By  Way  of   Introduction 3 

What  Advertising  Has  Accomplished 5 

Types  and  Their  Use 7 

Enormous  Strides  in  Type  Founding,  The 
Emphasis  of  Typographical  Effects,  The 
American  Point  System  and  Its  Origin,  A 
Look  at  Type  Anatomy,  Cohimn  Widths, 
Meaning  of  Ems  Pica,  Cost  of  Straight  Com- 
position, Table  of  Estimates,  Number  of 
Words  per  Square  Inch  Required  to  Fill 
Space,  How  to  Ascertain  the  Quantity  of 
Body  Type  Required,  Price  List  of  Type  in 
All  Sizes,  Table  of  Standard  Sizes  of  News- 
papers, etc. 

Cyclopedia    of    Advertising    and     Printing 
Technique 16 

Classification  of  Advertising  and  Printing 
Terms  with  detailed  explanation. 

Cream  of  Type  Specimens 20 

A  choice  selection  of  the  latest  productions  of 
the  leading  American  type  foundries  and 
especially  adapted  to  advertising. 

Advertisement  Construction  in  General  ...    53 

Winning  Principles,  Land  Marks,  What 
Convinces, Two  Classes  of  Readers,  Confusion 
of  Many  Things,  Form  and  Symmetry,  Laws 
of  Contrast  in  Attracting  Attention,  Impor- 
tance of  Frequent  Paragraphs,  Getting  Mater- 
ial, Why  Competition  Stimulates  Trade, 
How  to  Answer  Your  Competitor,  Laying 
Out  the  Ad.,  Proof  Reading,  etc. 

Preparation    of    Retail   and    Local    Adver- 
tising      63 

Original  Wanamaker  Advertising,  Later  De- 
velopments, Models  for  Large  and  Small 
Advertisers,  Type  and  Border  for  Retail 
Ads.,  Proper  Display  Heads,  What  to  Talk 
About  in  an  Ad.,  Instructive  Classified  Ads., 
Writing  Local  Puffs,  Poor  Ads.  Re-arranged 
and   Re-written,    Practical   Suggestions,    etc. 

Introductions 80 

An  extensive  reproduction  of  Models  for 
starting  good  Retail  Ads. 

Phrases  and  Expressions 85 

Over  1000  selections  which  enable  the  "Ad. 
Writer"  to  quickly  grasp  the  right  word  or 
""^  phrase,  when  the  brain  is  sluggish.  The 
greatest  list  ever  thought  of,  with  an  appro- 
priate line  for  all  uses. 

Management  of   Retail   and   Local   Adver- 
tising      95 

Advertising  as  an  Investment,  Efl^ect  of 
Large  Space,  What  the  Unchanged  Ad.  is 
Worth,  Honesty,  Buying  Bulk  Space, 
Making  Bargains,  Daily  vs.  Weekly  Papers, 
Weather  Effects,  Box  for  Suggestions,  etc. 


Special  Drive  Sales 98 

For  Every  Month  and  Season,  and  a  prac- 
tical supplement  to  Management.  The 
Whhe  Sale,  January  Mark  Down  Sale,  Feb- 
ruary General  Sales,  Lincoln's  Birthday 
Special  Sales,  Washington's  Birthday  Special 
Sales,  Valentine's  Day  Sales,  Sales  for  March, 
St.  Patrick's  Day  Specials,  April  Special  Sales, 
Easter  Special  Sales,  The  Sales  of  May,  Deco- 
ration Day  Offerings,  Fourth  of  July  Boom, 
Mid-Summer  Advertising,  August  Furniture 
Sale,  Labor  Day  Preparations,  Autumn  Ad- 
vertising, Hallowe'en  Happenings,  Thanks- 
giving  Offerings,    Holiday  Advertising. 

Premiums  For  Catching  Trade 104 

A  fitting  supplement  to  Management,  with  hints 
on  increasing  trade,  Enticing  schemes  of  benefit 
to  both  buyer  and  seller,  and  Offerings  in 
connection  with  every  line  of  business. 

Preparation  of  General  Advertisements.  .  .108 

Definitions,  Dangers,  Argument,  Dialogue 
Style,  Serial  Advertisements,  Name  Display, 
Borders  and  Special  Designs,  Originating 
Illustrative  Ideas,  Use  of  Portraits,  Famous 
Old  Ads.,  Pure  Pubhcity  Advertising  a 
Snare,  Argument  in  Advertising,  Practical 
Suggestions,  etc. 

Management  of  General  Advertising 118 

Vital  Factors,  How  to  Start  the  Campaign, 
Value  of  a  Proprietary  Name  or  Trade 
Mark,  Forcing  a  New  Market  by  Local  In- 
troduction, Prices  and  Discounts,  Salesman- 
ship and  Advertising,  etc. 

Mail  Order  Advertising 122 

Magnitude  of  Mail  Trading,  General  Prin- 
ciples, Where  Failure  Results,  Keyed  Ads., 
About  Sample  Copy  Circulation,,  Selling 
Through  Agents,  Agents'  Letters,  Fake 
Schemes,  Literature  Needed,  Space  Limit,  etc. 

Medical  Advertising 127 

Unsurpassed  as  a  Money  Maker,  Increasing 
Consumption  of  Remedies,  Selection  of  Line, 
How  to  Introduce  Locally,  Success  of  a 
$500.00  Test,  Value  of  Testimonials,  One 
Agent  in  a  Place,  Distribution  of  Samples, 
Store  Hangers,  Cards  and  Window  Display, 
Scare  vs.  Proofs  in  Ads.,  Selling  by  Mail, 
Securing  Agents  by  Circular,   etc. 

Trade  Publication  Advertising 136 

A  Talk  on  the  Planning  of  Ads.  Intended  to 
Interest  the  Trade  ;  Catchy  Models,  Im- 
portance of  Illustrating  Selling  Points,  etc. 

Miscellaneous  Advertising 140 

Circulars  and  Leaflets,  Blotters,  Mailing 
Cards,  Window  Cards  and  Dressing,  Bill 
Boards,  Street  Cards,  House  Organs,  Novel- 
ties in  Advertising,  etc. 


y 


228 


INDEX  TO  DEPARTMENTS. 


Form  Letter  Writing 144 

Distinction  Between  Form  and  Circular 
Letters,  Elements  to  Incorporate,  Errors  to 
Avoid,  Two  Classes  of  Letters,  The  Neces- 
sity of  Replies,   Examples,   Criticisms,   etc. 

Card  Index  and  Follow-up  Systems 147 

Principles  Made  Plain,  Models  and  Repro- 
ductions Explaining  the  Most  Approved 
Methods,  The  Tickler  System,  Sub-division 
of  Guides,  Recording  Inquiries,  Follow-up 
Literature,  Arrangement  of  Card  Blanks, 
Book  Record  System,  Showing  Methods  for 
Recording  Cost  of  Inquiries  with  Resulting 
Sales,  Daily  Results  from  all  Publications, 
with  page  reproductions  of  the  Monthly 
Advertising  Expenditure  Book,  Index  and 
Total  Result  Book,  Monthly  Book  for 
Daily  Results,  etc. 

Booklet  and  Catalog  Advertising 153 

Characteristic  Differences  between  Booklets, 
Catalogs  and  Primers,  and  their  special 
duties.  Examples  for  Study,  Worthlessness 
of  Commonplace  Effects,  Virtue  of  Original 
Brevity,  Follow-up  Requirements,  etc. 


Mediums,  Their  Use  and  Rates 165 

Local  Papers,  National  Publications,  Adver- 
tising Rates  of  Leading  National  Publications, 
etc. 

Drawings  and   Engravings 167 

Effect  of  Illustrations,  A  Drawing  or  Pho- 
tograph the  first  necessity.  Pen  and  Ink 
Drawings  in  Outline,  Shade,  Silhouette, 
Spatter,  Crayon,  Ross  Paper  Effects,  etc., 
for  Zinc  Etchings;  Brush  and  Wash  Draw- 
ings and  Photographs  for  Half  Tones;  Pencil 
Sketches  and  Cost  of  Drawings  and  En- 
gravings. 

Cyclopedia  of  Retail  and   Local  Advertise- 
ments   169 

Over  I  ooo  Selections  for  every-day  use  for 
all  leading  lines.  Note  that  the  articles  them- 
selves are  classified  under  their  proper  de- 
partments. For  example.  Neckwear  comes 
under  Men's  Furnishings,  Strawberries  under 
Groceries,  etc.  A  study  of  the  various  de- 
partments is  therefore  advisable. 


CLASSIFICATION  OF  LOCAL  AND   RETAIL  ADVERTISEMENTS. 


BARBER.     257. 

BATHING  SUITS.     14,  65,  75,  678. 

BATH  ROBES.     54,  91,  341,  693. 

BOOKS  AND   STATIONERY.     198,  223,  260,  283,  352, 

457,  508,  677,  688,  820,  821,  862,  871,  957,  962,  989. 
BOWLING.     259,  842. 

BREAD   AND    CAKE.     196,  200,  210,  265,  416,  452,  509, 
730. 

CARPETS     AND     RUGS.     179,  214,  405,  566,  698,  868, 
885,  893,  995. 

CEMETERY.     378. 

CHINA    AND    GLASSWARE.     134,213,275,321,425, 

535,  539,  641,  7C7,  816,  849,  866,  961,  976,  1009. 
CIGARS.     126,  127,  557,  648,  783,  897,  945. 
CLOCKS.     150,  271. 
LOTHIN 
26,    28, 
40,    41, 
53,    55, 
72,    73, 
93,    94, 

112,  115,  131,  136,  138,  145,  146,  147,  158,  1(54,  170,  184, 
190,  191,  192,  193,  194,  211,  215,  219,  236,  239,  240,  242, 
254,  285,  293,  307,  308,  332,  361,  362,  363,  387,  408,  411, 
413,  464,  472,  473,  475,  488,  490,  556,  560,  575,  577,  587, 
605,  606,  616,  650,  665,  673,  675,  683,  694,  707,  711,  722, 
733,  754,  770,  777,  784,  806,  809,  811,  825,  828,  837,  858, 
872,  913,  949,  968,  983,  985,  990,  996. 
COAL.     279,  336,  412,  548,  590,  642,  690,  725,  887. 

CONFECTIONERY  AND  FRUIT.      228,  277,  289,  348, 
455,  507,  516,  581,  631,  663,  769,  790,  803,  860,  911,  927. 
CREDIT.     245,  660,  765,  838,  975. 
CUTLERY.     227,  338,  367,  392,  432,  491. 
DELICATESSEN.     342,  520. 
DENTISTRY.     156,165,255,423,446. 
DOLLS  AND  TOYS.     274,  278,  349,  872,  374,  782, 1002. 


CLOTHING. 

1, 

12, 

13, 

15, 

16, 

17, 

18, 

20, 

23, 

26,    28,    29, 

30, 

31, 

32, 

33, 

34, 

35, 

37, 

38, 

39, 

40,    41,    42, 

44, 

45, 

46, 

47, 

48, 

49, 

50, 

51, 

52, 

53,    55,    58, 

62, 

63, 

61, 

65, 

66, 

67, 

69, 

70, 

71, 

72,    73,    74, 

79, 

80, 

81, 

83, 

84, 

86, 

90, 

91, 

92, 

93,    94,    95, 

96, 

98, 

99, 

101, 

103, 

104, 

105, 

106, 

109, 

DEPARTMENT  STORE.  130,  189,  231,  246, 
269,  281,  284,  290,  291,  297,  299,  303,  305, 
310,  315,  316,  319,  326,  329,  330,  373,  375, 
382,  386,  401,  406,  415,  417,  418,  419,  420, 
435,  447,  449,  451,  468,  469,  471,  473,  476, 
482,  485,  486,  489,  492,  498,  514,  517,  524, 
537,  547,  550,  561,  564,  567,  569,  571,  578, 
584,  595,  600,  623,  634,  637,  678,  686,  700, 
724,  734,  739,  740,  743,  750,  751,  758,  779, 
788,  789,  793,  807,  810,  812,  848,  850,  852, 
865,  873,  879,  881,  902,  903,  906,  907,  910, 
928,  929,  939,  941,  952,  955,  956,  974,  978, 
991,    999,  1001,  1006,  1007,  1010. 

DRUGS.  121,  153,  160,  166,  203,  212,  220,  311,  338, 
438,  442,  443,  533,  549,  559,  586,  596,  615,  640,  712, 
795,   800,   826,  994,  1005. 

DYEING  AND  CLEANING.        154,  282,  370,  657, 

EDUCATIONAL.     518,  884. 

FINANCIAL.  137,  142,  143,  169,  182,  252,  276,  295, 
366,  380,  385,  390,  394,  395,  399,  403,  410,  429,  440, 
478,  484,  528,  568,  576,  603,  611,  645,  652,  656,  679, 
696,  713,  736,  744,  766,  771,  805,  841,  875,  895,  925, 

FISH.     149,  202,  262,  368,  538,  851. 

FLOWERS  AND  PLANTS.  270,  343,  466,  565,  582, 
804,  818,  982,  984,  993,  1008. 

FURNITURE.  124,  135,  171,  238,  267,  280, 
318,  822,  333,  344,  345,  405,  461,  462,  480, 
703,  732,  745,  755,  757,  855,  861,  867,  877, 
892,    894,    899,    908,     947,     966,    967,    986,  1003. 

FURS.     221,  225,  286,  335,  503,  059,  731,  774,  930. 

GAS  AND  ELECTRIC.     230,  244,  638,  651,  718,  7ffi 

GAS  RANGES.     189,545,610,647,727,786. 

GLOVES.  77,  82,  84,  89,  132,  234,  483,  487,  558, 
802,  863,  926. 

GRAIN  AND  HAY.     161,760. 

GROCERIES.  119,  207,  216,  250,  339,  400,  505,  522, 
531,  538,  563,  889,  909,  934,  959,  964,  965. 


251, 
300, 
381, 
430, 
477, 
527, 
580, 
720, 
787, 
857, 
920, 
981, 

351, 
726, 

798. 

358, 
4ta, 
(>89, 


680, 

309, 
658, 
878, 


592, 


523, 


INDEX  TO   DEPARTMENTS. 


229 


HANDKERCHIEFS.       7,    9,    42,    77,  125,  218,  355,  419, 

70(5,  737,  898,  923,  998. 
HARDWARE.    205,  209,  268,  313,  327,  328,  358,  360,  364, 

398,  414,  444,  479,  495,  496,  497,  499,  525,  536,  633,  635, 

653,  669,  691,  719,  728,  730,  764,  817,  819,  822,  833,  836, 

915,  917,  924,  969,  979,  987. 

HATS.        3,         4,       8,     10,      12,     18,     28,     29,      33, 

38,       42,       43,      46,     51,      52,      60,     61,      62,      65, 

66,       67,        75,      80,      82,      87,      88,      89,      90,      97, 

99,      109,      110,    111,    114,    115,    116,    136,    138,    147, 

152,      193,      222,    226,    317,    324,    424,    572,    573,    597, 

636,     654,      668,    674,    738,    776,    808,    824,    912,    931, 

933,     977,    1004. 
HEATERS  AND  RANGES.  117,  140,  151,  175,  186, 

350,  359,  379,  427,  470,  545,  827,  835,  846  946,  963,  973. 
HOSIERY.     4,      9,    58,    77,  122,  188,  292,  312,  314,  436, 

544,  843,  901. 
HOTELS.     797. 
HOUSE  COATS  AND  DRESSING  GOWNS. 

54,  84,  91. 
INSURANCE.    511,  515,  555,  591,  619,  768,  775,  832,  845, 

935,  942. 
LAMPS.     185,  253,  747,  891. 
LAUNDRY.     168,  232,  288,  553,  830. 
LEATHER  GOODS.         25,    71,    84,  89,  365,  465,  546, 

613,  686,  701,  723,  753,  759,  780.,  904. 
LIQUORS.      128,  354,  629,  632,  741,  823,  953. 
LIVERY  STABLES.     118.  742,  772,  886. 
LUMBER.     421. 
MACHINERY.     551, 574. 
MEATS.     162,  339,  794,  914. 

MEN'S  FURNISHINGS.    1,      2,      5,     6,    11,    25,    29, 

30,    33,    36,    38,    42,    46,     57,    62,    65,    66,    68,    71, 

75,    76,    77,    78,    79,    80,    81,    82,    85,    89,    90,    91, 

99,  104,  106,  107,  112,  138,  145,  146.  147,  180,  193,  217, 

229,  312,  384,  404,  428,  467,  494,  519,  529,  620,  671,  684, 

880,  916. 

MILK  AND  CREAM.     609,859. 

MILLINERY.  296,  433,  500,  502,  510,  562,  676,  681, 

697,  710,  714,  791,  813,  854,  905,  936,  951,  958,  960,  971, 
1000. 

MISCELLANEOUS.  144,  237,  287,  304,  331,  369,  393, 
409,  439,  474,  504,  506,  521,  526,  618,  625,  708,  721,  737, 
749,  752,  815,  900,  918,  921,  943,  988,  992. 

MONUMENTS.     630. 


OPTICAL  GOODS.         177,  847,  585,  661,  672,  831,  870, 

882. 

PAINTING  AND  PAPER  HANGING.  129,377, 

540,  612,  614,  628,  792,  801,  972. 

PHOTOGRAPHS     AND    PHOTOGRAPHIC     SUP- 
PLIES.    834,  357,  543,  655,  695,  704,  888. 

PIANOS.     172,  224,  263,  622. 

PICTURES  AND  FRAMES.         298,  302,  340,  356,  391, 

426,  534,  588,  762,  864,  938. 
PLUMBING.     159, 644. 

PRINTING  AND  ENGRAVING.     448,  748,  814. 
REAL  ESTATE.       120,  123,  141,  181,  250,  325,  371,  396, 

402,  407,  453,  454,  456,  458,  460,  501,  542,  601,  604,  607, 

621,  709,  717,  773. 
RECORDS.     173. 
REPAIRING.     241,  248,  383,  388,  397,  450,  481,  493,  530, 

874. 
RESTAURANTS.      174,  243,  272,  323,  389,  422,  541,  589, 

599,  608,  716,  932. 
ROOFINGS.     876. 

RUBBER  GOODS.     59,  199,  337,  602,  626,  919. 
SAFE  DEPOSIT  VAULTS.     579,  667,  970,  997,  1012. 

SHOES.  4,     12,     17,     18,     19,     21,    22,    24,    27,    33, 

37,    38,    44,    46,    48,    51,    52,    56,    57,    65,    75,    80, 
90,  102,  108,  113,  115,  133,  1.36,  155,  178,  193,  197,  201, 

204,  247,  249,  261,  264,  266,  300,  320,  437,  570,  694,  624, 

662,  670,  682,  685,  702,  761,  890,  896,  950,  954 
SIDEWALKS.     687. 
SLEIGHS.     235. 

SPORTING  GOODS.     65,  238,  666,  735,  799. 
STEAMER  RUGS.     84. 

TAILORING.     183,  532,  664,  834,  847,  856,  869,  922,  1011. 
TELEPHONE.     163,  598,  646,  692,  715,  756. 
THERMOMETERS.     195,  649,  796. 
UMBRELLAS.     42,  72,  84,  940. 
UNDERTAKING.     176. 

UNDERWEAR.     9,  14,  18,  58,  77,  100,  206,  208,  512,  844. 
UPHOLSTERY.        333,  405,  445,  459,  580,  552,  583,  617, 

639,  643,  746,  829,  840,  883,  944. 
VEGETABLES.     148,  627,  839,  987. 
WAGONS.     157,  273. 
WATCHES  AND  JEWELRY.       187,  258,  294,  801,  846, 

376,  381,  434,  441,  513,  554,  593,  781,  785. 


